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Multichannel Marketing

MULTICHANNEL MARKETING is a complex proposition with tremendous potential. A cataloger can leverage their brand and customer loyalty with retail storefronts. A retailer can take advantage of direct marketing efficiencies to expand their customer base far beyond their retail geographic reach. A web-marketer can extend its brand through print media, increasing the touch points with its customers. Experienced LENSER consulting professionals can help you develop a plan for success, guide you through the process of integrating different channels, and help you deliver a consistent message, ensuring that you get the most leverage out of each channel.

Strategic Planning: Expanding into multiple channels of distribution is proving to be an effective mechanism for growth and expansion, yet it greatly increases the complexity of a business. LENSER professionals have been through multichannel integrations and start-ups before. We can help you develop a strategic plan that is realistic, executable, and will guide your business successfully through this process. LENSER provides expertise in the areas of:

• Strategic Business Plan: development of a business plan that incorporates management and shareholder goals, company history, market research, and operational best practices.
• Integrated Marketing Plans: creation of a coordinated advertising and promotions calendar, catalog and direct mail circulation plan, and email campaigns that promote a consistent image across all channels and deliver results.
• Business Competitive Strategy: identification of the core competencies and key differentiating factors of a business, and development of a marketing plan that fully leverages those, helping a firm to improve and solidify its competitive position.

Customer Relationship Management: multichannel businesses have a wide variety of marketing touch points with their customers. Without a comprehensive plan, many multichannel marketers appear more like separate businesses than one company. By taking an integrated approach to marketing, LENSER professionals can help you ensure that your customers effectively navigate across all channels, giving you the most effective return on your multichannel investment. LENSER can help you with the planning and coordination of:

• Advertising and Promotions Calendar: a coordinated advertising and promotions calendar across all channels, creating a unified image that maximizes return on investment.
• Direct Mail: building an effective circulation plan that supports the business across all channels for maximum impact.
• eMail: creating targeted email campaigns and a contact strategy that leverages other channel marketing, maximizes web sales, and helps drive traffic in other channels.
• Store Advertising and Events: developing a program that drives store traffic and sales, while supporting the same message as the other channels.

Best Practices Review: Each channel, whether catalog, internet or retail storefront, has its marketing and operational challenges. In combination, these challenges are magnified. LENSER professionals are prepared to conduct a comprehensive review of your business, providing recommendations based on industry best practices:

• Profit Centers: evaluating the structure of your business and the contribution of each segment, with comparison to best standards and practices.
• Cross-Channel Marketing Effectiveness: measuring the effectiveness of marketing between channels against industry standards.
• List Management and Circulation: evaluating your customer list, customer acquisition programs, and catalog circulation, identifying key opportunities for improvement.
• Call Center: review of effectiveness in handling customers, orders and customer service, as well as operational costs and efficiencies.
• Fulfillment Operations: review of costs and effectiveness of pick and pack operations, inventory management, and logistics and benchmarking to industry standards.
• Information Systems: evaluating the effectiveness of company order processing, fulfillment, marketing, merchandising and back end information systems.