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Multichannel Marketing: Mindset and Program Development
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Individual consumers have quickly embraced the practice of using a variety of channels through which to make their purchases, as evidenced by the current multichannel shopping average of 65-70%. Indeed, multichannel shoppers (defined as those who utilize a variety of different purchasing channels, including bricks-and-mortar stores, the telephone, and the Internet) are now in the majority, and spend significantly more than single-channel shoppers. Given this reality, it is critical that organizations adopt a multichannel mindset and effectively employ a multichannel marketing program, as they can enhance profitability, the customer experience, and customer satisfaction. Provides firms with guidance in developing an effective multichannel mindset, and in designing a multichannel marketing program for serving end-consumers in Business-to-Consumer (B2C) situations.