Problem:
Multichannel direct marketing is a way to provide convenience to customers by offering them more than one way for them to buy. Depending on their need, customers may shop from more than one outlet. A main benefit to companies is that multichannel shoppers are not only more loyal, but they also spend more.
The ideal multichannel marketing formula is to have an integrated message and a consistent customer experience while using the different channels of catalogs, retail stores, and Web sites. Given the general commerce landscape and competitive threats, companies need to understand their customers and their experience.
Prepare a research plan to gather basic information for a multichannel marketer of men's clothing. They have a database of 250,000 current customers (which they have purchased within the last 12 months) with an average order size of $120.00. You will want to address customers, competitive customers, and customers that use individual as well as multiple channels for their purchases. This plan should include a statement of research objectives for each project item, and the specific type of research technique best suited to meet the objectives..