‘Tis the Season
WHAT HE GAINED FROM THIS: The importance of the back end. “You could get a million orders,” Harris says, “but if you can’t fulfill those orders properly, timely and efficiently, you’ll lose your business or your business won’t grow.”
His advice to other multichannel merchants is to constantly examine the back end of your business. “Develop a corporate culture where everybody sees themselves as being part of the sales and marketing team,” he advises. “Everybody in your company can be a touchpoint. The people picking, packing and shipping your products are handling one of the most important steps in the whole selling process. They all represent a touchpoint. Make consumers feel that they made a good decision by going with you.”
WHAT HE ENJOYS MOST ABOUT THE CATALOG/MULTICHANNEL BUSINESS: Studying people. As a political science major in college, Harris enjoyed understanding what moved people, what made them tick. For him, this was a natural transition. “Direct marketing can be very formulaic,” he says, “if you get the formula right, you can enjoy tremendous growth. Once you understand the formula behind what your particular business or niche does well, by targeting your audience properly you can put out in the marketplace enough information to get a very good response.”
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