July 1, 2005




Lights, Camera, Campaign!

Developing a seasonal campaign — a multichannel, multiple-impression integrated marketing effort designed to run across an entire season — is akin to making a movie in which every scene is crafted carefully to tell an unfolding story. Each scene — or in the …

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In Channel Integration, Cross Channel

July 1, 2005




WISH LIST

When it comes to getting ready for the fourth-quarter gift-giving season, many consumer Web and catalog merchants start planning on Dec. 26 for the next year. For other marketers, late summer is the crunch time when they finalize their promotions, end-of-year …

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In Webchannel

July 1, 2005




It’s in the cards

When at the supermarket near the office buying my breakfast Diet Coke and Daily News this morning, I saw a rotating rack filled with a gaudy assortment of gift cards. Not gift cards for the supermarket, mind you, but for …

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In Uncategorized

June 6, 2005




Before You Create a Seasonal Campaign, Answer These Questions

A multichannel, multiple-impression marketing approach—a seasonal marketing campaign, if you will–is far more effective than the traditional “one off” promotions that are conceived and executed in a vacuum. This is particularly true in complex environments such as when direct …

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In Lists & Data - Buisness

June 1, 2005




Minding the Store

As a multichannel merchant, you have to deal with fraud on many levels, from orders placed with stolen credit cards to employee pilferage in the warehouse. And once you enter the retail channel, it opens up a whole new level …

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In Channel Integration, CRM

May 24, 2005




Multichannel at the Epicenter

Catalog veteran Tony Lee is back in the game pushing a retail concept to catalogers. Lee has teamed up with real estate developer Sheldon Gordon–best known for developing the Forum Shops at Caesars Palace–to develop Epicenter, a retail concept that …

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In News

May 15, 2005




Our Favorite Channels

Sure, we cover all marketing channels here at Multichannel Merchant. But we’d be lying if we said we didn’t have our favorites when we’re out in the world as shopping civilians. For our first official issue of Multichannel Merchant, we …

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In Uncategorized

May 1, 2005




Getting physical

Successful catalogers know what makes a print layout work, and many have also mastered the layout or navigation of a Website. But laying out a brick-and-mortar store is a brave new world for many multichannel merchants. Just as a play …

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In Marketing, News

April 1, 2005




The latest matchback tools

By now most multichannel merchants know about matchbacks and the importance of understanding where online and retail buyers are coming from rather than guesstimating the percentage of sales driven by the catalog or an e-mail campaign.
To help marketers more …

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In Lists & Data - Buisness

April 1, 2005




TALES FROM THE FRONT

Tears for a clown
A Catalog Age staffer in mid-January ordered an ornament from The Met Store, the Metropolitan Museum of Art’s Web catalog. The ornament — a clown playing the violin — arrived within three days. Although the ornament seemed well …

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In Uncategorized

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