ACCM Keynote Panel Discussion: The Multichannel Consumer Unmasked

Orlando, FL, May 19, 2008 -- Today, at the 25th Annual Conference for Catalog and Multichannel Merchants (ACCM) in Orlando, a keynote panel explored issues affecting multichannel commerce.  ACCM's Brunch and Power Forum, entitled "The Mystique of the Multichannel Customer:  What Engages Customers and Prospects?" was held at the Gaylord Palms Resort.

Melissa Dowling, editor-in-chief of MULTICHANNEL MERCHANT served as moderator for the panel.  Dowling has been with MULTICHANNEL MERCHANT since 1989 holding various positions, including executive editor and senior writer.

Panel members were:

• Lauren Freedman, president, the e-tailing group.  Freedman leveraged her 15 year retail and catalog career with her passion for merchandising to establish the e-tailing group, inc. in 1994.
• Terry Flynn, president, Gibraltar Group.  Flynn has over 15 years of direct marketing experience and is currently focused on integrating classic and cutting edge B-to-B marketing techniques to find new profitable combinations for Gibralter's niche market.
• Steve Leveen, chief executive officer and co-founder, Levenger.  Leveen established Levenger, a high-end designer and retailer of products geared toward reading, writing, and working with ideas, in 1987.
• Milton Pappas, executive vice president, corporate marketing and e-commerce, Redcats USA.  Pappas joined Redcats USA in 2003 where he has been diligently working to develop multichannel partnerships and alliances.

Dowling opened the discussion by asking, "Who are today's multichannel customers, and what is their mindset?"

Flynn responded, "There's no such thing as a non-multichannel customer today."

"They're in a hurry, added Freedman, "If you don't have what they want, they're not going into the store."

Responding to a question regarding what print catalogers should do to cater to multichannel customers and how that transfers to the printed page, Pappas said, "Versioning is increasingly important these days, especially given the postal increase we were hit with last year.  It's going to be more and more important, especially with the ability to segment multichannel versus single-channel customers."

Dowling then asked, "How do you drive sales in a down economy?"

In many ways, the same way as in an "up" economy, as Leveen explained.  "By delivering great value.  It's not a good sale until it's a good value for the customer.  Today's economy forces us to adapt quicker and find new ways of delivering that value."

"Give the lady what she wants," Freedman told conferees.  "It's not that complicated.  People forget the price.  People forget the product.  But they remember the service.  It's one of the best retention practices that's undervalued." 

About Direct Marketing Association (DMA)

The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques.  DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process.  Founded in 1917, DMA today represents nearly 3,600 companies from dozens of vertical industries in the US and 50 other nations, including a majority of the Fortune 100 companies, as well as nonprofit organizations.

In 2007, marketers -- commercial and nonprofit -- spent $173.2 billion on direct marketing in the United States.  Measured against total US sales, these advertising expenditures generated approximately $2.025 trillion in incremental sales.  In 2007, direct marketing accounted for 10.2 percent of total US gross domestic product.  Also in 2007, there were 1.6 million direct marketing employees in the US.  Their collective sales efforts directly supported nearly 9.0 million other jobs, accounting for a total of 10.6 million US jobs.

The Power of Direct:  Relevance.  Responsibility.  Results.

About Multichannel Merchant

MULTICHANNEL MERCHANT helps executives manage all facets of their businesses by providing superior analysis of successful strategies across all areas of multichannel marketing -- print, catalogs, e-commerce, merchandising, operations, retail, and more.  It's the one source that helps professionals capitalize on opportunities in their core businesses, and integrate strategies to maximize their successes in each channel.  MULTICHANNEL MERCHANT¡¯s franchise includes MULTICHANNEL MERCHANT magazine; the Annual Conference for Catalog & Multichannel Merchants (ACCM); MULTICHANNEL MERCHANT Weekly, List & Data Strategies, and Searchline e-newsletters; www.multichannelmerchant.com; the Annual Multichannel Merchant Awards; and much more.

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