Do retailers get it? Do they know how to build relationships and brand in a multichannel environment?
Jeffrey P. Kleinfelter, senior research analyst and managing director for U.S. Bancorp Piper Jaffray, attempted to answer that during a session at the Direct Marketing Association’s Catalog-on-the-Road Day in Cambridge, MA. Here’s what he said about several multichannel marketers his firm follows.
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Chico’s does a good job of driving store traffic with coupons in its catalog, and Target was one of the pioneers of strong weekly newspaper circulars.
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Old Navy began using circulars in 2002 as a way to differentiate itself from its sister retailer, The Gap. It successfully repositioned itself as a discount destination with four-page circulars, which currently reach 22 markets and account for 50% of the chain’s sales.
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Limited Too has used a magalog to help reach the
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