6 Ways to Maximize Your Multichannel Experience
6. Keep an eye on your brand. Technology and customer access points are changing more rapidly than ever, Moraskie said. Take advantage of these opportunities by making sure your brand is represented on social networks and in other more traditional types of marketing such as email. "Brand integrity isn't variable," Moraskie said. "Use it to your advantage."
Another way to make your brand stand out from the competition is to have a high MIQ, or merchandising intelligence quotient, according to Andrea Syverson, president of IER Partners, a merchandising consultancy for multichannel retailers, who also spoke during the session.
Retailers with high MIQs, Syverson said, "know their brand, have created a purpose-driven product offering and are leveraging their product offerings to their fullest potentials."
Syverson offered tips around creating a purpose-driven product offering, as well as how to leverage products to their fullest potential. To create a purpose-driven product offering, Syverson offered best practices that included the following:
- think brand and mission first;
- offer your product as a holistic experience;
- focus on the depth and breadth of your product vs. your niche;
- make sure it helps solve your customers’ pain points; and
- make sure it's in sync with your customers’ dreams and aspirations.
To leverage products to their full potentials, Syverson offered best practices that included the following:
- be sure they have multichannel synchronicity;
- use a full repertoire of promotional activities to get the word out about them;
- understand the power of social media as a marketing tool;
- don't forget about public relations; and
- keep niche, long-tail opportunities in mind.