When print dominated, the catalogue was king. Visually stimulating, personalised, targeted and response-orientated, it was a key sales-generating channel. With the rise of digital, online is now dominant. A targeted medium, where success can be gauged instantly, personalised offers dynamically created, campaigns optimised easily and buying simple.
Next week the Black Friday bun-fight is once again upon us, and the differing predictions around retailer boom versus doom are in full swing.
For some companies, offline and online strategies are approached as ‘never the twain shall meet’: activities are siloed and offline and online treated separately. The reality is they’re just different channels that need to work together. Customers don’t think online/offline or in channels, so why should marketers?When it comes to data, the more information that can be obtained, the better, irrespective of the channel it has been derived from. Ultimately, though, it’s not about the data but how it’s used to drive action.
Online activity supporting offline actions
For multi-channel retailers, understanding cross-channel customer activity is becoming increasingly important. There are practical reasons why you should be collecting online browsing behaviour as it can instruct and support your offline activities.