There are folks (researchers, trade journalists, vendors, consultants) who tell you that you must be "omnichannel", or you are "dead".
Then we have Hennes and Mauritz. Visit their website for a moment ... go ahead, I'll wait ... click here.
And yet, somehow, miraculously, they still manage to sell an embarrassingly large amount of merchandise in-stores (250 stores in the US ... something like $8,000,000 sales per store per year, +/-).
How could this business open stores in the US and experience a modicum of success and not follow the multi-channel or omnichannel blueprint experts demand of us (no e-commerce, much less m-commerce).
September 27, 2012
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...
Remember our e-commerce customer from yesterday ... 50% organic, 50% catalog driven? We mail a catalog, and the $3.00 matchback outcome is ...