A Seamless Cross-Channel Experience Starts With Marketing
Posted by Universal Ad at Sunday, August 12, 2007 10:39 AM and is filed under multi-channel,Consumers 
This article by Matt Pillar, Chief Editor of Integrated Solutions for Retailers, focuses on how difficult it is to reach the current holy grail of retailing - a "seamless cross-channel shopping experience", but also on how important it is due to the high level of consumer expectations. Although the idea may be simple enough, it's a highly complex and very expensive project for any retailer to undertake.
The article's premise is that the easiest way to start integrating your channels may be from the marketing side, especially for "SMBs and larger retailers with relatively new e-commerce efforts". For example, you can start with making sure that your Web site match the look & feel of your stores, your catalog promotions are in sync with your store promotions, and your culture is streamlined across all channels.
More information about the benefits of synchronizing your branding and promotions across all channels, and why you had better start this effort sooner, rather than later, can be found in the article. By the way, it's nice to see the trade press acknowledging that real-life implementations are always much more difficult than they seem in their articles...
The article's premise is that the easiest way to start integrating your channels may be from the marketing side, especially for "SMBs and larger retailers with relatively new e-commerce efforts". For example, you can start with making sure that your Web site match the look & feel of your stores, your catalog promotions are in sync with your store promotions, and your culture is streamlined across all channels.
More information about the benefits of synchronizing your branding and promotions across all channels, and why you had better start this effort sooner, rather than later, can be found in the article. By the way, it's nice to see the trade press acknowledging that real-life implementations are always much more difficult than they seem in their articles...
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