Magazine Article
Embrace The 4C Strategy
December 31, 2009
•Vendor Insight: Embrace The 4C Strategy
By Kevin Ertell, VP of Retail Strategy, ForeSee Results
Your websites are about much more than the buy button; they are marketing and merchandising vehicles, brand builders, customer research tools, and sales drivers, both offline and online. Given the various roles your sites fill both for you and for your customers, focusing only on online sales as a measure of online success wrongly undervalues your sites in the big picture of a multichannel organization, both in terms of the website's value to you as a retail organization and your website's value to your customers. Most importantly, it also can bias you against implementing features or marketing programs that are good for business overall but that don't necessarily result in an online purchase on a particular day.
Used with permission from Integrated Solutions For Retailers magazine.
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