eMarketing and Commerce

DMA Study Finds Many Retailers Still Not Mastering Cross-Channel
December 31, 1969

Although many retail businesses have mastered the art of multichannel direct marketing, quite a few still are apprentices when it comes to cross-channel integration. This is one of the key findings of a report by the Direct Marketing Association titled "Channel Integration and Benchmarks in the Retail Industry." In the report, the DMA looks at the multichannel players in the retail industry, with the goal of helping retailers determine what aids the process of cross-channel integration -- and what hinders it.