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Omni-Channel Marketing Challenges: Working Together Amidst Sibling Rivalries
Senior Marketing Manager
When you’re a bricks-and-clicks company, you face the challenge of trying to grow one portion of the business (the e-commerce, or “clicks” side) without threatening the other (the in-store, or “bricks” side).
It’s an issue Dan Owens of Gander Mountain confronts daily. His company sells to a broad demographic of customers who have very divergent interests – hunting/guns customers vs. trail running/athletic wear customers, for example. And he’s tasked with winning the trust of his in-store retailers, who have sometimes been hesitant to direct customers to the e-commerce side of Gander Mountain for fear of losing a sale or worse, losing a customer.
In this talk, Owens will discuss some of the strategies he’s used to get past the in-store/e-commerce sibling rivalry, and help drive revenue across multiple channels for Gander Mountain. Some of these include:
· In-store sweepstakes via iPad/kiosk/terminals. These are used to collect email addresses that are then followed up with either an online-only offer or a welcome series.
· Using in-store ammo club/fishing club displays. These email sign-ups allow Gander Mountain to send targeted emails to product-specific groups.
· Free ship-to-store and free in-store pickup. This offering has helped convert customers online but has also led to ancillary purchases in-store, creating a true omni-channel experience.