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Undisputed reports tell us that record numbers of buyers are becoming "multichannel." Today's shoppers are looking at multiple sources of information prior to making a purchase. They will research a product online, call a cataloger, visit a store, and then decide which source will provide them the best value. While there are still customers who are adhering to their one preferred purchase channel, that group is dwindling.
Multichannel retailing by definition is providing your customers with a point of purchase from which to acquire your products, no matter what their channel preference may be. Multichannel marketing is similar in that you are trying now to influence a customer's shopping behavior, no matter what media they are tuned in to. A simple definition...a highly complex task.
Customer's needs and expectations are ever changing, and advancements in comparison shopping tools have allowed them to expand their shopping excursions to an infinite number of suppliers. Given the complicated commerce landscape and associated competitive threats, companies need to understand their customers and fine tune offerings to meet their needs.
Millard Group's marketing research division, Decision Direct Research, has found that the ideal multichannel marketing formula from a customers perspective incorporates a consistent message and provides a consistent customer experience across all channels.
By employing the most appropriate research methodology, we will conduct your study and create an action plan to help you develop a dynamic multichannel marketing strategy, with a consistent message for your business.
Our understanding of today's customers, and our ability to query them in an exacting fashion, has allowed us to continue to expand our impressive client list. With experience in many diverse industries, we have a knowledge base that is second to none.
MULTICHANNEL RESEARCH PROGRAMS
MARKET ASSESSMENT
Market Analysis: Size and Structure
Industry Analysis
In-Depth Competitive Analysis
Brand Image and Positioning
Channel Synergies
ADVERTISING EFFECTIVENESS
Advertising Effectiveness Studies
CUSTOMER STUDIES AND PROFILING
Comparative Customer Profiling by Channel
Comparative Attitude and Purchase Behavior by Channel
Comparative Customer Satisfaction Studies by Channel
Customized Research Panel
Benchmark Studies
PRODUCT CONCEPT DEVELOPMENT AND TESTING
Conjoint Analysis
Product Concept Assessment and Screening
Name Testing and Evaluation
Positioning Research
CATALOG RESEARCH
Catalog Concept Testing
Creative/Copy Testing
Catalog Recall
Catalog Launch Program
RETAIL RESEARCH
Retail Concept Testing
Store launch Program and Prototype Testing
Store Impression Research and Recall Surveys
INTERNET RESEARCH
Competitive Web Site Comparisons
Web Site Concept Testing
Web Site Usability Labs
Online Performance Assessment
Online Surveys
Online Research Panel
Listening Labs
PERFORMANCE ASSESSMENT
Secret Shoppersm and Secret Surfer
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