Cross-channel retail integration can mean many different things to many different people. It can refer to integrating a brand across a variety of channels, such as retail store, website and catalog, for example, which Brent Niemuth discusses in "The Integrated Shopper," beginning on page 13. Niemuth explains that for consumers to really connect with a brand, they must have the same brand experience online, in-store or with its catalog.
Today's teens have been inundated from their earliest recollections with advertising, be it on TV, online, in their favorite video games and movies, and the list goes on. To effectively sell to this generation of consumers, Under Armour studies what makes it tick. What are teens thinking about? How do they behave? What motivates them to purchase?