multi-channel marketing

Multi-channel Retailing, 10 Tips

You can understand why multi-channel retailing has become the latest bandwagon to jump on. According to the IMRG index, in March 2006 the year-on-year growth rate for online sales was around 50%, with £2bn transacted for the month. In contrast, last Christmas saw High Street sales rise by a mere 0.9 per cent. Both traditional retailers and catalogue suppliers are increasingly moving online and combining marketing and fulfillment through all channels. This presents new challenges and there are some major traps for the unwary. Apart from the obvious point that selling on the web requires some different skills, it’s crucial to replicate brand values and a proper level of service. Problems in one channel will equally damage the other. The following tips are designed to help stimula... »