Multi-channel Marketing - What and Why

Customers think of your brand as “one” but, depending on their needs or season, may prefer to shop or buy your brand through more than one channel – stores, catalog, direct mail, website, in-store 4th channel, TV, radio, etc.
Most loyal and valuable customers for your brand will shop and buy through more than one channel
More often today, customers shop one channel first, then buy in another
The more channels shopped for your brand, the more valuable a customer
Individual customers and customer segment values can be quantified and increased
Value can be improved by tracking each customer’s transactional behavior and responding with relevant offers
Offer and communication relevancy can be identified and measured
Behavior tracking through all channels is optimized by linking every contact and transaction to each customer record in one, unified customer database
The more relevant ...or personal… the offer, the more responsive the customer
Customers “tell” you what’s relevant through their actual purchase behaviors
Marketing costs can be managed to improve ROI based on tracking
New customers are acquired through new channel initiatives – especially online

To learn more, please contact us.

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