Channel Collaboration or Web Cannibalization?
Multichannel marketers experience the frequent concern that online is competing with, or "cannibalizing," sales in other channels. It seems like a reasonable problem for those responsible, for instance, for the P&L of the retail business to consider; same goes for the general managers responsible for the store-level P&L.
I like to do something that we "digital natives" (professionals whose career has only been digitally driven) miss all too often. We talk to retail people and customers in the stores, store managers, general managers, sales and service staff. Imagine that … left-brain dominant Data Athletes who want to talk to people! Actually, a true Data Athlete will always engage the stakeholders to inform their analysis with tacit knowledge.
Every time we do this, we learn something about the customer that we quite frankly could not have gleaned from website analytics, transactional data or third-party data alone. We learn about how different kinds of customers engage with the product and their experiences are in an environment that, to this day, is far more immersive than we can create online. It's nothing short of fascinating for the left-brainers. Moreover, access and connection with the field interaction does something powerful when we turn back to mining the data mass that grows daily. It creates context that inspires better analysis and greater performance.
This best practice may seem obvious, but is missed so often. It is just too easy to get "sucked into the data" first for a right-brain-dominant analyst. The same thing happens in an online-only environment. I can't count how many times I sat with and coached truly brilliant Web analysts inside of organization who are talking through a data-backed hypothesis they are working through from Web analytics data, observing and measuring behaviors and drawing inferences … and they haven't looked at the specific screens and treatments on the website or mobile app where those experiences are happening. They are disconnected from the consumer experience. If you look in your organization, odds are you'll find examples of this kind of disconnect.