Nieuwe term: het multichannel compromis

Althans voor mij is het een nieuwe term met een interessante gedachte erachter. Ik kwam hem tegen op het weblog van Kevin Hillstrom. Het gaat hierbij om (sub)optimalisatie als gevolg van interne politieke belangen van de managers van de kanalen.
Hij geeft het volgende voorbeeld:

A multichannel retailer has a catalog title that is very good at driving sales to the telephone, and is good at driving sales to the website. The creative presentation of merchandise causes customers to not spend money in stores at a rate desired by store managers.
The store managers band together. They demand that the catalog marketers calibrate the creative presentation of merchandise to be more aspirational. The store managers get their way. The CMO works with an ad agency to present merchandise in an aspirational manner.
The traditional rules of catalog marketing go out the window. In-home dates switch from Mon/Wed to Wed/Fri to benefit stores. In-home dates switch to dates when floorset changes occur in stores. Prospecting is done within a 25 mile radius of a store. Merchandise that sells best in stores replaces merchandise that sells best over the telephone.

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