Direct marketing for multichannel retailers: Issues, challenges and solutions

摘要: This paper discusses some key challenges retailers face as they try to build customer relationships and motivate customers shop more frequently at their ‘real’ on-line stores through catalogues. With many offering multiple avenues formats for shopping, the complexity of making marketing investment decisions increases significantly. Besides challenge operating call centres websites 24 hours a day, seven days week, entire systems decision-making infrastructure substantially in multichannel environment. Specifically, this discusses: — types information companies need collect facilitate one-to-one investments ‘incremental’ performance metrics should track how programmes may be designed by identifying ‘late’ products recent website visitors are most interested new modelling approach predicting incremental optimised decision rules.