Channel evolution: How new multichannel thinking can deliver competitive advantage

Citation

Bruce L, Bondy K, Street R & Wilson H (2009) Channel evolution: How new multichannel thinking can deliver competitive advantage. Journal of Direct, Data and Digital Marketing Practice, 10 (4), pp. 329-335. https://doi.org/10.1057/dddmp.2009.4

Abstract
This paper examines best practice in multichannel marketing, based on a survey of firms across sectors and sizes. Its principal findings are that the first phase of multichannel marketing implementation, focussed on the switch to low-cost channels, is now well advanced, and is making a transition into a second phase. In this phase, multichannel marketing offers the advantage of not only lower costs, but also greater customer preference. The most important activities required in moving into this second phase are focus on the customer experience, integration and interactivity of channels and adaptation of metrics to reflect this new focus. The paucity of firms currently making the transition to this second phase of multichannel activity offers opportunities for those firms still able to adapt.

Keywords
multichannel; customer experience; integration

Journal
Journal of Direct, Data and Digital Marketing Practice: Volume 10, Issue 4