Skip to main content

Progress with Retailer Multichannel Marketing

Jack Aaronson, reporting for the ClickZ Network, shares some of the key points discussed at the recent Shop.org annual summit in New York City. It would appear that most retailers are still making small steps towards multichannel (online, offline, etc.) marketing.
Sessions dealing with multichannel marketing and multichannel user experience were among the most well-attended of the conference. Clearly, the topic is on everyone's mind, and the industry is still in its infancy.

Everyone talked about the future of multichannel shopping while acknowledging the technology still isn't completely there and the transition to a really holistic multichannel shopping experience is still years away. But we've moved passed the first hurdle.

Though previous conferences had to introduce the idea (and convince attendees) that multichannel users are more profitable and loyal, this conference took that idea as an assumption. The topic of our multichannel panel this year was understanding the difference between being a multichannel company and thinking like one.

Simply being multichannel isn't enough. Companies that operate each channel as a siloed parallel business don't benefit from the fact that they're multichannel companies.

Companies that think multichannel are figuring out ways to tie the channels together and create seamless user experiences so users identify their brand as one company, regardless of the channels they choose to use.

Popular posts from this blog

The Rise of Generative AI in Finance

As an independent management consultant specializing in the tech sector, I've witnessed numerous technological advancements reshape vertical industry workflow and horizontal job functions. However, few innovations have shown as much promise to revolutionize business operations as Generative AI (GenAI). A recent Gartner market study has shed light on the transformative potential of this technology, particularly in the realm of finance. The findings reveal a significant shift in how finance leaders perceive and plan to implement generative AI, signaling a new era of data-driven decision-making and operational efficiency. The Gartner assessment provides compelling insights into the expectations and priorities of finance leaders regarding GenAI adoption. One of the most striking statistics is that 66 percent of finance leaders believe GenAI will have its most immediate impact on explaining forecast and budget variances. GenAI in Finance Market Development This high percentage undersc