If all of the multichannel bricks 'n clicks strategy of the past decade was so prescient, then Barnes & Noble should have beaten Amazon and Wal-Mart and Apple into submission, right?
That didn't happen, and now B&N is for sale.
A generation of marketers were trained to believe that a theory was reality. I've been in meetings, too many to count, where the Executive shares all of the theories about why a bricks 'n clicks or a multichannel strategy that includes paper will trump new technology. The slides are shared, slides that suggest that customers want to do research online or via paper, and then get in a car and fight traffic for 17 minutes in order to complete the transaction, sales tax included. It's a theory supported with misleading data.
Always trust customer response over vendor/consultant theory. Most important, do your own Multichannel Forensics analysis, and teach yourself how your customers prefer to shop!
RFM is great for targeting one catalog to one customer. However, RFM is tough to manage in a multichannel environment. This becomes clear ...
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...
It's common for folks to measure cost per new customer. Total Marketing Cost = $10,000. Total New Customers = 130. Cost per New C...