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How can I improve my company's chances for success in today's multichannel arena?
At Omaha Steaks, we realize that conflict among our various sales channels doesn't really exist. We know that sales go in every different direction. Today, our marketing group acts as an ad agency to serve all of our sales channels. They watch from a high view, that is, they coordinate all promotions across all channels. It's quite a complex task, but it's highly effective.
—Todd Simon, senior vice president, Omaha Steaks
"In marketing and product development today, it's not about what's next. Rather, it's about what's important to your customer. ... Translate your ideas for customers, make your offerings meaningful for them. A great example: the new LG cell phone that includes GPS technology and a compass that points the way to Mecca. They're selling it to Muslims who stop during the day to turn to Mecca to pray. The product is a huge success in the Muslim world."
—Robyn Waters, founder and president, TW Trend, a trend consulting company
Developing a seamless multichannel experience means creating parity between your online and offline business. If your contact center reps use upsell offers when closing phone orders, make sure your Web site touts those same offers on the confirmation page during checkout. If you offer an e-mail newsletter to customers who visit your Web site, be sure to get customers' e-mail addresses when they place an order on the phone so you can send them the same thing.
—Nancy Reiser, vice president, Mokrynskidirect