In the competitive world of retail marketing, merchants need to make use of multiple channels to engage customers and drive sales. Consumers are coming to expect multichannel retail as a given, PricewaterhouseCoopers explained, especially as technology becomes more prominent and integrated across their day-to-day activities. Retailers who want to gain a competitive edge are now seeking ways to create fluid, consistent experiences across channels. Here are five key strategies to make the most out of multiple commerce channels:

1. Integrate. Consolidating data, such as from CRM and Web operations, with comprehensive retail management software allows retailers to conduct better reports, Multichannel Merchant noted. This, in turn, leads to greater business intelligence opportunities. 
2. Standardize. Customers are looking for a consistent experience, regardless of the platform they use to shop. Processes, prices and branding should be the same across devices and channels.
3. Measure. To optimize marketing campaigns, merchants must be able to assess the outcome of their initiatives. The source recommended checking ROI for each conversion effort.
4. Personalize. Customized promotions based on retail customer intelligence are increasingly common and greatly effective. Retailers should pursue these targeted campaigns while ensuring personal data is protected, advised PwC. 
5. Empower. Technology gives employees great resources to provide more informed service to customers. To maintain accuracy across channels, associates and customers must have real-time access to updated inventory and product information.

This entry was posted by Retail Pro on Wednesday, March 5th, 2014 at 11:43 am .