September 14, 2006

Is Gap Truly Executing A Multichannel Marketing Campaign?

From the good folks at DMNews, we learn that Gap is running a multichannel marketing campaign for their new retail concept.

My question for you: Is this truly a multichannel marketing campaign? If it is, please define why. If it isn't, what is your perception of a true multichannel marketing campaign?

6 comments:

  1. Anonymous8:23 AM

    In my opinion this is not mulit channel marketing. This is a marketing campaign that is using print and online to advertise for the store. I would define MultiChannel as marketing which allows the customer to choose how they would like to experience the brand whether it be in the store, online or by phone.

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  2. Kevin Hillstrom9:21 PM

    Thanks for your comment! So let's as you a question. Go back to 1994. The online channel does not exist. And Pottery Barn mails you a catalog advertising product available in catalog, or stores. As a customer, you can pick where you want to purchase the merchandise. Did Pottery Barn practice multichannel marketing in 1994, in this example? And if they did practice multichannel marketing in 1994, then what is all the hype about multichannel marketing in 2006?

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  3. Kevin Hillstrom9:23 PM

    Allow me to restate question #2 to "So let's ask you a question. Come on, Kevin!

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  4. Kevin Hillstrom9:24 PM

    And let me enclose the comments in quotes, too.

    "So let's ask you a question."!!!!!

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  5. Anonymous8:33 AM

    In response to your question, my answer is "yes" Pottery Barn was practicing multichannel marketing in 1994. I think the online channel has brought about the "hype". Someone, not sure who was first, figured out how to use the multichannel emphasis to justify putting marketing dollars toward online advertising.

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  6. Kevin Hillstrom8:46 AM

    Good thinking!

    I struggle with the concept of "multichannel". I almost see it like an issue facing our country, an issue that gets hijacked by special interest groups.

    There are folks who want ad dollars going online. There are folks who want to protect ad dollars in the catalog channel. There are folks who want you to go into the store to do something. There are vendors who have software platforms can be adapted to solve "multichannel" problems.

    All factions can agree on "multichannel", because "multichannel" protects all of their interests.

    When I hear customers clamoring for "multichannel" solutions through media outlets not called DMNews, Shop.org, or any vendor-based platform, I will be more likely to give "multichannel" strong consideration.

    Until that day, I just hope businesses focus on selling great product at a fair price with great service. Those three strategies outperform all "flavor-of-the-week" marketing strategies.

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