In the previous article of this series, https://www.multichannelmerchant.com/crosschannel/lists/point_sale2, we argued that consumer expectations for retailers are rising. To respond successfully, retailers of the future have to dovetail their products and services into a multichannel format, and they need to connect to the consumer using an increasing array of marketing communications to convey a sincere interest in a lifetime relationship. To that end, we examined how retail-centric organizations could use trade-area analysis to determine improved retail/catalog and retail/online strategies.

Historically, retailers have lived or died by site selection. Those identifying and securing the top locations matching their demographics prospered, while those who didn

In the 1970s and 1980s, when few firms marketed via more than one channel, catalog databases were measured through recency, frequency, and monetary value (RFM), and corporate marketing practices stayed fairly simple:

It may seem elementary, but it is difficult to succeed at target marketing if you don