Seven Steps Cement Gap Between Brick and Click

Feb 14, 2002

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:

  1. Analyze Customer Interactions
  2. Identify Possible Behaviors
  3. Scale Your Infrastructure
  4. Identify Training Needs, Costs
  5. Get Focused
  6. Test, Test, Test
  7. 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

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