RING UP E-COMMERCE GAINS WITH A TRUE MULTICHANNEL STRATEGY; CMOs, ditch division and finally bring together online and brick-and-mortar shopping experiences.(CMO Strategy)

Advertising Age, March, 2008 by Leonard, Jim; Stich, Michael

Byline: MICHAEL STICH And JIM LEONARD

Even the most forward-thinking CMOs don't know what they don't know when it comes to e-commerce integration, as they struggle to overcome a forced divide between virtual and real-world retail. As more than 50 million households in the United States regularly shop online, e-commerce strategies now face a strategic inflection point. By avoiding channel conflict, the biggest and brightest suppliers and customers today confront declining combined share. In response, they are increasingly courting core shoppers and struggling to retain them in an ...