By
Paul Miller
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Then, there’s the background of the marketing people to consider. Retail marketing departments aren’t necessarily as sophisticated as catalog or e-commerce departments, because they’re often all about coordinating with TV ads or sale flyers. And the back-end systems differ greatly.
As for Fair Indigo, complete silo integration leads to things not getting done, “and you end up underserving customers,” according to Bass. “Customers want you to be best-in-class in every channel, and you start losing that even if you’re seamlessly integrated.”
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- People:
- Fair Indigo
- Places:
- New York
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Paul Miller
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