Multichannel Integration: Adapting to the New Normal
To take full advantage of online channels, retailers must ensure that their message stays relevant and meaningful. Relevancy is achieved by employing preference management, which allows consumers to choose what they want to hear and when they want to hear it. While certain factors (e.g., cost) do affect cross-channel communication, consumers’ needs will always be the key driver. Organizations don’t need to rush out and do everything across all channels. Instead, they should leverage the channels their customers use in order to deliver the right message or offer at the right time.
In an era where online channels and social networks are the preferred communication choice of many, retailers should embrace these new channels. However, don't forget to integrate them with the more traditional mediums by applying the same relevancy principles across the board. Intelligent analytics give retailers the insight they need, which in turn leads to more upsell and cross-sell opportunities and increased customer lifetime value.
Mark Smith is executive vice president of sales and marketing at Portrait Software, a provider of customer interaction optimization software and now a part of Pitney Bowes Business Insight (PBBI). Mark can be reached at email@example.com.