Monday, December 1, 2008

More multi channel madness - lost?

Last week I was asked how you create a multichannel strategy (mainly from an eCommerce perspective) and of course I tried to put a decent and structured answer together. I'm sure I'm not alone in seeing customers (or in this case, my client's custoemrs) becoming more complex in their channel usage and buying patterns. If this is the case with your company, then you have to at some point embrace the Multi-channel madness.

But for those who have never done this before, beware... its a minefield!
And for those who have... well, my sympathies.

As the old joke goes:

When a lost person went up to someone and asked them for directions, the response was... "don't start from here".

Creating your channel approach is a little like being lost. Not only is it a case of where you want to go, but also it is:
  • How did you manage to get to where you are right now? (history)
  • What do you currently know ? (data)
  • How do you want to get there? (tools & technology)
  • What's the journey ahead like? (impediments)

If you're planning your multi-channel strategy for 2009, consider starting from an informed and understood place. Oh, and obviously be careful who you ask for directions along the way!
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