Impact & Expertise
  • The Multichannel Imperative

  • Brad Loftus, Jonathan Sharp, John Mulliken
  • September 2008
  • Multichannel retailing has become a market imperative. Consumers who shop in two or more channels are often much more profitable than single-channel shoppers—although they expect a seamless experience across stores, catalogs, Web sites, mobile sites, call centers, TV networks, and direct mail. It's a daunting challenge, but retailers often overestimate its difficulty. Rather than focus only on big investments in technology integration, retailers should also make smart investments in coordinating activities, aligning organizational incentives, and targeting high-value consumers.
  • Read more on bcg.perspectives

Other Publications

  • Activating the Sales Force for Rapid Growth
  • MORE
  • Jump-Start Growth by Sharpening Sales Force Focus
  • MORE

Meet Our Experts

Impact Stories

  • Optimizing a Cosmetics Company’s Sales Force
  • BCG worked with a global cosmetics company to more effectively deploy that company’s sales force and key account teams.
  • read more

Contact Us

Leave a message for the Sales & Channels practice or submit a request for proposal. Go