Still not convinced you need synergy across all of your marketing channels and employees who understand the importance of one-to-one? Read on.
Bruce Clarkson, general manager of relationship marketing for Sears Canada, told attendees at the winter session of the National Center for Database Marketing conference in Orlando a very close-to-home story about his company’s cross-channel integration.
The tale was indeed literally at home. Clarkson’s family needed a new microwave. They looked up the product on the retailer’s Web site (www.sears.ca), found one they liked and decided to drive to a nearby store to take a look at the oven.
But at the store, the microwave was nowhere to be found – not even on the store’s internal merchandise listings. Did the salesperson say “sorry” and go back to reading a magazine? Hardly. She went online, found the product on the Web site and was able to save the sale – even though it was technically an online sale and she wouldn’t receive a commission on that item.
But we know that she did get something valuable out of the transaction: a loyal customer who will likely come back to the store time and time again.
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