How to Create a Powerful and Unified Multichannel Message

1. Provide templates to your creative personnel. Your Web, retail and catalog creative teams should have brand standards they use that signal a unified tone and feel among all channels, said Worthington-Levy. Think Sharper Image or Williams-Sonoma.

2. Unify your purpose. How do you get customers to visit your retail store and Web site and respond to catalog offers? “Offer clear parameters for a contact strategy that works together from lead generation through long-term relationships,” she advised.