Three More Key Multichannel Trends and Issues
Define what your firm’s business model looks like based on each channel in which you are selling. Strive to meet or exceed that financial ideal. Too often direct marketers fail to have a “financial standard” or model by which to compare themselves. This doesn’t mean that each channel should stand alone as a separate business unit or “silo,” however. Smart multichannel marketers realize that one channel may generate a sale while a different channel closes it.
10. Create cross-channel sales. It’s no secret that the more channels consumers shop with your company, the greater annual spending and the greater customer loyalty to your company. It’s also not surprising that successful multichannel companies work their tails off at referring customers to their various channels. We offer several suggestions on how you can do this:
l Your URL should be prominently displayed throughout your catalog and on every other promotion, public relations release or customer communication.
l Include a list of retail locations in your catalog or reference a “store locator” on your Web site where customers can find a nearby store.
l Cross reference your catalog and store locations on your Web site and in your e-mail communications.
l Distribute catalogs in your stores and prominently display catalog requests on your Web site.
l Brainstorm with your staff on ways to engage customers in more than one selling channel.
l Create special offers, clearance sales and broader merchandise offerings by specialized channel to peak customers’ interests.
l Use every imaginative trick in your book to help you create sales in multiple channels. — BN/GH