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.

【書誌情報】

ページ数：10ページ

サイズ：A4

商品番号：HBSP-BH246

発行日：2007/9/15

登録日：2007/12/28