February 18, 2013

From Multichannel to Omnichannel

In marketing, distance matters.  Well, at least it matters in this chart.  This chart is part of a presentation that's been downloaded/viewed more than 1,000 times in the past month (click here for information).

Multichannel was the glue that connected Judy's world ... catalogs, e-commerce, and retail.

Jennifer didn't need glue, still doesn't.  She figures out what is best for her and her family.  Maybe Amazon is her version of multichannel.

Jasmine is aligned with omnichannel.  Devices will be linked, content will be streamlined.  Jasmine is the target customer for omnichannel efforts.

Keep these trends in mind.
  • Judy = Multichannel.
  • Jennifer = Amazon.
  • Jasmine = Omnichannel.
Then pair your customer (Judy, Jennifer, or Jasmine) to the trend.  What does that tell you?

Page Counts When Bifurcation Hurts All Other Customers

Yesterday we talked about the fact that best catalog customers (a minority of your file) deserve MANY catalogs that are merchandised with...