Multi-channel marketing plans are technically and strategically difficult to implement and maintain. However, they have become fundamental for the survival of retailing. It is enough to think that, nowadays, in the average, 1 purchase out of 5 is made online. Some functional models have already been implemented, though. It may be worth trying to analyze them so as to understand how they were set up and maybe draw inspiration from them. An essay entitled The Next solution to ecommerce, issued by Enders Analysis, has taken Next as a case study. The British apparel retailer has stood out among all competitors by basing their 20-year-long marketing strategy on three main pillars: data collection, a consumer-oriented approach and a strong logistic network….
