The world is multichannel, are you?

July 4, 2010

Recent research identifies that nearly 50% of all in-store purchases are influenced by online research.

As marketers we tend to view the term multichannel as an aspirational goal, to use multiple channels to communicate with our audience. The reality is, we’re just trying to catch up. Those pesky consumers, who do they think they are? 🙂

I’m a tremendous fan of the “low hanging fruit” approach to driving change. That is, to identify high value, speed to market, low effort and high yield executables – to quickly deliver high value. Here are some ideas:

  • Retailers –  whether you know it or not, if you sell high consideration or high priced items, your shoppers are already reviewing their purchase through digital channels prior to making a purchase. Sure, low consideration and low priced items are probably researched far less. In any case, how can you enable shoppers who are already using their smart phones to better view your offering and enable them to see your offering in a better light while in-store? Take what they’re doing already and try to bend the behavior or experience towards you.
  • Leverage highly adopted channels – we’ve all read a lot about the interaction of search and display advertising, how about the enabling capability of email to bring your audience into new channel relationships with you. Email has an incredibly high adoption rate in the US, more than 90%. Chances are, you already have a sizable database… use them as your starting point. The missing piece of the puzzle is likely consumer data that ranges outside of your general purview. While I do work for a company who excells in this area, my intent is to paint an opportunity more than pull out  my carpet bag. Information about cell phone ownership and social media participation are available for you to use in the expansion of your marketing relationship.

Love to hear your thoughts!



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