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CONSUMER DIRECT: THE "NEW" CHANNEL

A recent study, "Consumer Direct: Shopping Behavior in the Age of Interactivity," reveals that selling to consumers increasingly involves the "Consumer Direct" channel. This channel includes brick-and-mortar stores, catalogs, direct mail, interactive television and the Internet. David Halek at the famous Peppers and Rogers Group reports, "...shopping is [now] blurring the lines between traditional and consumer direct channels". A Consumer-Direct transaction is defined by where the goods are truly purchased, not where they are picked up. Another observation: customers expect to be treated as one customer across all channels they may use to gain information or make purchases. Halek notes that to succeed, companies must establish and maintain a presence across multiple channels and use that to build and maintain personalized relationships with their customers. That's what today's customers increasingly expect from firms they prefer to do business with. More insights and details are to be found in the complete article.

Sun, 02 Jul 2000 18:38:38 -0700