Retail Detail

Share this content:

We've instituted a few changes to make DM News (print publication) publication more reader-friendly. Starting next month, we'll add another feature to help you in your customer acquisition, retention and reactivation strategies by expanding the Catalog Marketing section into a full-fledged Multichannel Retail section.

Running monthly starting Sept. 25, it will focus on how marketers and retailers use combinations of the catalog, e-commerce, store or telephone channels as well as direct and interactive marketing campaigns to draw sales online or offline.

We've consistently covered multichannel retail over the years. The topic is not new to us. What is needed, though, is a dedicated spot to aggregate examples of what worked and what didn't in multichannel retail. The overall retail industry has reached a stage where one marketing or commerce vehicle alone is not enough to close a sale. The consumer needs more urging, more incentive, more choice.

We'll also include unbiased, trend-related opinion pieces from retailers and vendors on marketing, merchandising, retailing, customer experience, search, behavioral ad targeting and research - all related to cross-channel commerce and mirroring our reporting. But direct and interactive has to play a key role in the process, as the channels do when consumers make shopping decisions.

The timing couldn't be better for sales influenced by direct and interactive marketing. Catalogs continue to drive e-commerce and store transactions. That said, more sales undoubtedly are migrating online from the catalog and the store. Shop.org and Forrester Research estimate e-commerce sales this year will grow 20 percent to $211.4 billion. People are shopping for categories that previously were thought unsuitable for online, such as fragrance, cosmetics, furniture, perishables and pet supplies.

At the same time, more consumers are flipping through a catalog, opening mail or e-mail, browsing or searching online, visiting the store and then returning to place the order on the retailer's site or via a toll-free catalog number. More channels mean more opportunities for consideration before a purchase. Retailers have to present a common face and consistent customer experience across all channels. It also means that the retail channels have to complement and attract a picky, not-so-loyal consumer without the old fear: cannibalization.

Please reach out to senior editor Chantal Todé (chantal@dmnews.com) with story ideas where the catalog and the store play a major role in

the multichannel retail experience. Associate editor Dianna Dilworth (dianna@dmnews.com) is your contact where e-commerce and other interactive channels are the starting point.

Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here