This article makes the case that multichannel marketing, cross-channel marketing, bricks & clicks, whatever you want to call it, is one of the secrets to sales growth.
It's an interesting argument, supported by metrics.
There are other metrics to look at.
Back on March 16, 2007, I selected two groups of stocks ... one set of stock represented online and online/catalog brands, while one set of stocks represented "multichannel" brands, brands with a retail channel to support the online/catalog brands.
Online Brands: Amazon, Blue Nile, CDW, Dell, Drugstore.com, eBay, Overstock.com, PC Connection.
Retail Brands: Best Buy, Cabelas, Circuit City, Coldwater Creek, Eddie Bauer, J. Crew, J.C. Penney, Nordstrom, Office Depot, Office Max, Talbots, Williams Sonoma.
I compared the price of the stocks, on March 16, 2007, and today, July 27, 2009.
Online/Catalog Brands: The average value of these stocks decreased by 17% during the last 28 months.
Retail Brands: The average value of these stocks decreased by 65% during the last 28 months. Excluding two bankruptcies (Circuit City & Eddie Bauer), the average value of these stocks decreased by 58% during the last 28 months.
There are many ways to slice and dice data. In many cases, sales are aggregating among larger companies. This doesn't mean this is the best way for a business to be more profitable. Run your multichannel forensics analytics carefully, so that you thoroughly understand how your customers interact with channels. The right answer lies in your own customer data, not in the analysis of stocks, or in the analysis of aggregate sales totals.
My business is cookin' right now, and there's plenty of discussion about how a traditional business should evolve over the next fiv...
Look at the first four rows of our life table (values of 0/1/2/3). These are the first 12-15 weeks after a customer buys for the firs...
We spent the past two weeks talking about the events and influences that shaped what I call "The Great Eight". My Influence...
If you don't like geeky math, please skip this post, because I am about to show you how the sausage is made! I have eight variables in...