Live from the Annual Catalog Conference: Go Multichannel for Modeling

(Direct Newsline) Chicago–When building models, using data from all channels has given office supply titan Staples a better picture of its customer base.

Eileen White, director of customer acquisition for Staples, told attendees of the Annual Catalog Conference on Monday that an increase in online sales initially meant a decrease in vehicle tracking, because it was more difficult to capture source codes online. About 70% of the company’s online customers use paper catalogs in their order process. Match-backs done with the help of the service bureau provided a successful, albeit expensive, solution to the problem.

Mining multiple channels of data has helped Staples improve the overall quality of its data. For example, looking at online-generated information might give a glimpse into the size of a company. Or a customer might have a different address for shipping than for his membership in Staples’ Rewards program.

White noted that when deciding which unit–catalog, retail, or Web–gets credit for a sale, it always goes to where the transaction actually took place, regardless of where it might originated.

Tracking sales and keeping the database clean can sometimes be a difficult process, she said. For example, Staples has in-store kiosks, which allow customers to order products they might not be able to find at the retail location. Many store associates help the customer place their order, often putting in the store’s own address as the ship-to instead of asking the customer for their own information. “We need to weed that data out [of our files] and impress upon associates the importance of capturing quality data.”

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.