Channel surfing has taken on a whole new meaning. It no longer refers to sitting in front of the television and flipping channels via the remote control. Nowadays, shoppers are channel surfers. They shop in your store. They shop in your catalog. And they shop on your Web site.
What’s a retailer to do?
Get hip to all your channels, and integrate them, according to the “Retailing Issues Letter” of the Mays Business School at Texas A&M University. Time was when each channel operated as a silo under the management of one person who was responsible for that particular channel. Those days are gone.
Today’s retailer must “channel plan” by considering all forms of communication with customers. This, says the Texas A&M experts, enables retailers to overcome the “silo effect” and promotes the exchange of ideas and tactics among the various channels.
Look for more on channel surfing shoppers in tomorrow’s Retail Strategies.