Channel Conflict Gnaws at Retailers
"It's almost like a pick-and-play where a dealer can build email campaign and track it to see who's opening it and where they're clicking to" said Les Kirk, Nationwide's executive vice president. "It's still in its infancy, but we'll continue to build the database. The tool we're using is very sophisticated, so we'll be able to do all those types of things."
Nationwide is also working with their members to find out which of their promotional events and merchandising/marketing programs have been most effective. They plan to share those case studies, as well as new promotional strategies, across the board.
"Everyone runs warehouse sales and liquidation sales; there has to be a new twist on how we do them today," said Robert Weisner, Nationwide's executive vice president, adding that any creative or unique spin a retailer can add to an event the better. "We have to set a precedent."