Presentations

Omni, Multi, Channel, and Consumer: When Is an ‘Omni-Channel Strategy’ a Good Idea?

Anne T. Coughlan, Northwestern University

Implementing a great marketing strategy today appears to necessitate an “omni” approach – in consumer experience, in promotional strategies, and in channel design, structure, and practice. But the call to “omni” marketing in all its forms does not fully explain when and why it will improve overall profitability. Anne Coughlan will apply a channel-analytic lens to this problem, identifying what “omni” does (and does not) mean and the implications of a pure “omni” approach for the brand’s overall distribution channel strategy and success. This lens suggests a balanced assessment of the pros and cons of an omni-channel, omni-marketing strategy – leading to a more nuanced guideline for “going omni” in the channel strategy space.

Related Conference

Spring 2019 Trustees Meeting: Right Channel, Right Content, Right Time

To access presentation materials, you must login or register for full access.

3 WAYS to GET CONNECTED

Business

Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.

More

Academic

Qualified academics benefit from a relationship with MSI through access to msi.org, conferences and research opportunities.

More

Public

The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.

More

Join the MSI mailing list

Stay informed of the latest research and events