Face it: There is no such thing as an “Internet-only” customer. No matter how great your Website is, customers will reach you by phone, fax, email – and, if you have a physical presence, in person. It’s increasingly (and fortunately) rare to find a Website that does not let customers phone and email for questions, issues, and support. (Even Amazon.com answers its phone for customer service.)
True, these are the same customers who also use the Web to research, order, check on orders, and get support. But in displaying all that cross-channel behavior, customers are giving you important clues about how they want you to reach out to them.
So how do you map out a sharp advertising and marketing strategy for luring new customers? Mix and match your outreach media. Remember, you’re not going after the Web customer, you’re recruiting a multichannel customer. As Judy Neuman, divisional vice president for Eddie Bauer’s I-Media Group explains: “I want my customer to shop in the store in the mall on Saturday, receive a catalog on Thursday, and shop on the Web Friday night, after the kids are in bed.”