The Yankee Group's Paul Ritter recommends that companies keep close tabs on marketing
to make sure offline advertising and branding are consistent with their online
messages. Seamless integration between online and offline channels is the Holy
Grail of brick-and-click retailing, according to Michael Mahoney of the E-Commerce
Times. Here are his seven steps to help a multi-channel business do just that:
- Analyze Customer Interactions
- Identify Possible Behaviors
- Scale Your Infrastructure
- Identify Training Needs, Costs
- Get Focused
- Test, Test, Test
- Measure Results Consistently
Moderator Comment: What retailers are doing a good job of integrating both the physical store and online portion of their business?
Three votes here for Marsh Supermarkets, The Gap and Barnes & Noble. [George Anderson - Moderator]