Sam Taylor, Best Buy SVP Online Stores & Marketing, discussed some of his strategies for success with multi-channel retailing. This is not an interview (no direct quotes), just what I picked up from his talk.
Sam equated the normal multi-channel retailing situation to a sandbox. Kids play nicely at first, but ultimately, some kind of conflict comes along. The secret is sharing. Analogy to your organization: Are people pointing fingers? Is there an internal channel conflict? Do you hear people say things like you shouldn't be on our P&L there shouldn't be online only promotions or from the other perspective we're the younger, smarter brother, we're growing faster, etc.
It's about sharing:
1. Share the money.
-All the stores get credit for the revenue and profits from BestBuy.com.
2. Share the data between the different channels.
-For example, we break out web analytics by different customer segments on the web and share that data with the stores (for instance, on the web, BB can see a certain segment looks for Star Wars, WWE, Webcams, etc.). One store manager put this data to use and wrote: "We couldn't be more pleased with the results. On the release of Star Wars, we put out titles from your list on a third table. We were 198% to revenue as well as one of the top stores in UPT. The 'segment table' has about 70% sell through strength."
3. Share the experience and solution for the customer across the channels. -For example, more than 50% of houses with multiple pcs don't have a broadband network or can't get the network...