Management


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Watch your competition but don’t let them drive your initiative. The best integration strategy is the one that fits your corporate culture. Your business is different from your competitors. Your customers have different expectations. Focusing on their needs instead of what others in the industry are doing improves service and reduces costs.


Measure everything to ensure that the process is delivering good results. Sometimes the solution creates more issues. Resolving an issue in one area may increase the work load in another.


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Don’t create so much ownership that people are unwilling to let go. Change is constant in today’s business environment. Train your team to expect it.


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Integrate the channels and departments where you’ll receive the most return on investment. New channels and platforms continue to fragment access to customers and prospects. Focus on the areas where the majority of your target market is participating. When those areas are optimised, move to the next level down.


Remember that a great shopping experience provides competitive advantage. Providing an easy way for people to fulfil their needs keeps you ahead of the competition.


Integrating channels, departments, divisions and systems is simple when broken down into stages. Start small and build on successes. Before you know it, everything will work together.


Debra Ellis is president of Wilson & Ellis Consulting and specialises in creating customised customer acquisition and retention strategies that optimise multichannel marketing.


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