Serving the Multichannel Customer

Keeping pace in today’s interconnected world means rethinking traditional marketing and sales concepts and adopting approaches that take into account customer’s evolving media choices.

April 25, 2011 - When retailer J.C. Penney announced in late 2009 that it decided to drop its big-book catalogs, the move marked an end of an era. During the early 20th century the catalogs helped to transform retail by bringing merchandise to remote parts of the United States. Today J.C. Penney uses online applications like "look books" and has adopted a more digital approach that integrates its stores and social sites.
 

While the change ended a more than 100-year-old American tradition, it also represented the future of the industry: Retailers must adapt to serve customers across evolving digital mediums. That often entails reinventing deep-seeded traditional concepts and adopting strategies that meet to consumers' changing media consumption, even if it means taking risks.
 

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