Avinash Kaushik - world leader in web business optimisation
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Steering customers to the right channels
An article on multi-channel marketing from McKinsey Quarterly
The article suggests companies should :
- accurately cost different forms of transactions across all channels
- review the quality of customers acquired and retained through different channels and qualify of select customers on this basis
- segment customers by researching their channel preferences and serve them accordingly
- devise incentives (including both carrots and sticks), to encourage appropriate channel behaviours from appropriate customers
Read McKinsey article (free at time of posting, but requires log-in)
Here is another article on devising a multi-channel Strategy from IBM/Cranfield. Read article
This is an interesting case study from retailer Lillian Vernon (requires subscription).
Tracking offline sales multipliers
This article gives a summary of these techniques for assessing the impact of the web site on offline sales:- Pre-purchase intent surveys
- Post-purchase surveys
- Online coupon redemption
- Online rebating
- Online warranty registration linked to prior online registration
- In-store or exit surveys in conjunction with retailers
- Panel-based data like Nielsen Home Scan.
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