Multichannel Marketing Archive
Taking a Centralized Approach to E-Mail Marketing
Companies rely on e-mail for a variety of customer communication functions ranging from marketing to transactions and customer service. But these messages are often sent without any knowledge of each other, much less coordination. E-mail centralization can overcome that hurdle....
Location and Design Essential to Kohl's Expansion Success
Expansion into markets congested with competitors illustrates Kohl's commitment to growth. But it may also result in less than optimal ROI...
Stop Driving Traffic, Start Capturing Leads
Your Web site is generating a lot of traffic, but you see these people as anonymous clicks, Here are some ways you can turn your site into a lead generation tool instead of a traffic hub...
Q&A: In-Store Pick-Up Making Retailers True Multichannel Players
Store pick-up has become all the rage for consumers since retailers like Circuit City and Wal-Mart started giving Web buyers the option...
The Eyes Have It: The Science of Eyeflow
While reading books, the average Joe will start in the upper left corner, and follow the text to its conclusion on that spread, at the lower right. But with a catalog, the eyeflow is quite different. Discover where the average consumer looks first, and what that means to your catalog....
Will the Economic Stimulus Promotions Pan Out?
Just as Americans laugh at the piddley amount of money they are receiving from the government as part of its economic stimulus package, marketers are trying to take it away...
Selling More: Better By The Bundle
Selling more is always better than selling less, right? But marketers don't always work as hard as they should to get larger orders. Bundling of services and products can boost customer satisfaction—and the bottom line...
Three Basic Tips For Marketing Success
Sometimes the simple things in life are the best. Good marketing isn't hard if you know the basics. Here's three easy tips to success....
FAO Schwarz in Store for Chicago's Macy's
Upscale toy merchant FAO Schwarz is easing into retail expansion this month by opening a store-within-a-store in Macys' downtown Chicago location. Click here for more....
Should Multichannel Marketing Include Trade Shows?
Booth space at a trade show is hard to come by. So when marketers are able to get it, they need to take advantage of it. But Bill Singleton contends that companies with booths at trade shows still need to work to get sales leads and can't just wait for the leads to come to them. Click here for more. ...
10 Steps for Better Returns
Whether a returned item was the wrong size or was defective, you need a set of procedures for handling the product once it arrives back in your warehouse. Click here for 10 tips that can help you refurbish returns and get them back on the shelf for sale....
Multichannel Holiday Strategies for Monday through Sunday
Shop.org first defined Cyber Monday as the first Monday after Thanksgiving. The popular media quickly picked up on the idea of “the biggest online shopping day of the year.” But it’s more than just a one-day phenomenon. Click here to find out more about Cyber Mondays, and how they will affect your holiday....
From Mail to Mall: Using Catalogs to Drive Retail Traffic
(Multichannnel Merchant) You've got a catalog. You've got a retail presence. It only makes sense that each should drive the other....
Forget About Integrated Marketing—Think Integrated Shoppers
There's lots of talk about integrated marketing. But let's chat about integrated customers....
Call it E-RFM: Traditional Metrics See New Life in E-Mail
(Multichannel Merchant) Recent developments in e-mail marketing are creating new possibilities for an old set of direct marketing metrics: recency, frequency and monetary value....
Moving Pictures: Animation Makes E-Mail Come to Life
(Promo) When Lake Champlain Chocolates wanted to boost holiday sales, it launched an animated e-mail. Sales jumped 49%. The chocolate maker, which operates a store in Vermont, has discovered new ways to make graphics in e-mails work. ...
Three Steps to Optimize Your Cross Selling
Cross selling has increasingly become an important focus for many companies, since it has been shown to generate incremental profit and improve long-term customer retention. Marketers also widely recognize the CRM point of view that, after offering the best products, successful cross selling depends most critically on offer relevancy. But too often, database marketers struggle to reach the difficult goal of relevancy. ...
A Chief Marketers' Guide for More Successful Tradeshows
According to American Business Media, 23% of B2B marketers’ budgets are consumed at tradeshows. However, there is an unfortunate trend that increasing numbers of senior-level marketers are delegating tradeshow execution to subordinates that have not been trained in marketing strategy. ...
Zoned for Service: Customer Care Drives Autozone's Marketing Rally
Autozone Inc. is using a new customer-centric parts look-up system to drive in-store sales, which it plans to soon extend to its Web site....
Using DRTV to Drive Traffic to Retail, Catalogs, and the Web
In recent years, the role of DRTV has evolved to include increasing overall brand/product awareness, sometimes creating a market where there wasn’t one before. ...
The "Voice of the Customer" Speaks
(Multichannel Merchant) Do you know what it’s like to be in your customer’s shoes? As vice president of customer experience and the “voice of the customer” at financial services firm Credit Suisse, David McQuillen does,...
Differentiate and Conquer
(Multichannel Merchant) Monday's Power Forum at the Annual Conference for Catalog and Multichannel Merchants (ACCM) tackled several provocative topics, including how multichannel merchants can compete with the Wal-Marts and Targets of the world. ...
Catalog Community: Blogs Help Motherwear and Carson Find their Voice
Blogs are helping catalogers Carson Wrapped Hershey's Chocolates and Motherwear communicate with their audiences and boost sales....
Building an Integrated Marketing Plan
(Multichannel Merchant) Not long ago, marketers though it sufficient to plan catalog mailings and e-mail campaigns in concert with one another, acknowledging that the e-efforts would support and bolster the printed and mailed catalog. ...
Intelligent Design
(Multichannel Merchant) Often it's not talent that separates the good catalog designers and copywriters from the great ones; it's knowledge. Specifically, marketing knowledge. ...
