Five multi-channel retailers who stand out

Success on the web today is all about making the channels work together. In its June issue, Internet Retailer highlights five retailers who demonstrate an outstanding grasp of multi-channel retailing.

The five companies and key executives who are responsible for making the strategy work are:
Albertson’s Inc., Bob Dunst, EVP and chief technology officer. Albertson’s was not daunted by the online grocery failures and is proving that customers still want to buy food online and that a chain has tremendous power to bring to the online experience.
Best Buy Co. Inc., Lynn Morris, SVP of operations. Best Buy uses its online store to influence in-store sales. "We’re trying to build a brand for whatever channel consumers want to shop in," Morris says.
Lands’ End Inc., Terry Nelson, e-commerce marketing manager. Lands’ End’s exciting online shopping experience is attracting new customers. The Internet is the number one source of new customers.
QVC Inc., Steve Hamlin, VP of operations. QVC was the first home shopping channel to go online and it’s pushing the online concept to new bounds, including extensive boutiques for the 75 top-selling brands, something it couldn’t do on TV.
Recreational Equipment Inc., Dennis Madsen, CEO. With two kiosks in every store, a catalog and a web site, REI is truly selling in four channels.

What these five have in common is that they are enthusiastic proponents of integrated, multi-channel retailing. Their web sites, catalogs, stores and/or kiosks all work together toward a common goal: Serving the customer and tightening the bond with the customer using whatever channel the customer wants. Key to achieving that goal is building on the strengths of each channel so customers can shop in each one in ways that they can`t shop in others.

The philosophies of the five were summed by Morris of Best Buy: "We’re no longer trying to maximize the dot-com business," she says. "Customers no longer care what channel they are in--they want the Best Buy experience."