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A recipe for successful multichannel retailing


How to connect with customers across all retail channels

An IRCE speaker will talk about how to avoid multichannel confusion.

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Successful multichannel retailing these days means more than just selling to consumers through the web, physical stores, contact centers and mobile devices, says Jimmy Mansker, senior vice president, merchandise planning, allocation, replenishment and Internet at retail chain Bon-Ton Stores Inc.With consumers shopping anywhere and anytime they want, retailers must provide a consistent brand and shopping experience across each of its channels, Mansker will tell attendees at the Internet Retailer Conference & Exhibition 2012 in a session entitled “Marketing and merchandising your brand in a cross-channel world” on June 6 from 3 p.m. to 3:30 p.m.“The customer sees you as one company,” he says. “If they buy online, in-store, from a kiosk or from your call center, they should get a consistent message and service level.”

Internet Retailer’s editors asked Mansker to speak at the conference because of his extensive background in e-commerce and retail store operations. At Bon-Ton, Mansker is responsible for seven e-commerce sites and manages a team of merchandise and promotion managers. Previously, he was responsible for merchandise and promotion management at RadioShack Corp. and its e-commerce site, RadioShack is No. 254 in the Internet Retailer Top 500 Guide; Bon-Ton is No. 520 in the Internet Retailer Second 500 Guide.


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