Multichannel retail brands have the edge

@ Your analysis urging retailers to bring all sales channels under one umbrella (MW January 28) really rang true. The need for retailers to plug the gaps in their multichannel strategies is something that we as an agency have been passionately advocating for some years now.

It is no longer enough to have a web presence to complement your existing bricks and mortar operations, or a catalogue that exists as a separate entity to other sales channels.

Now the challenge is to rebuild a brand and business with multichannel in mind. Your consumer must be at the heart of your universe; his journey should be seamless no matter what the vehicle. We are some way off that objective just yet, but it’s heartening to see businesses thinking – if not yet acting – in this way.

Fadi Shuman, co-founder, Pod1

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