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Kasey Lobaugh leads Deloitte’s Multi-channel practise in the United States. He visited Australia to meet with retailers and discuss Multi-channel retailing.

Kasey speaks with Jenny Wilson, a Partner at Eclipse, Deloitte’s online advisory and implementation practise. He explains the three distinct phases related to online retails and defines multi-channelling as an integrated sales offering not an isolated online channel for retailers. He also analyses the similarities and differences between Australian and American consumers and retailers and concludes that the real difference in the two markets is not driven by the consumer but by the competitive forces in play.

Jenny and Kasey also discuss customer relevancy and the need for retailers to change the way they view their consumers. Kasey speaks about how retailers have to move from looking at customers in a mass market sense and analysing customers to understand how they engage with the brand in a more granular way.

Kasey also discusses his latest research on organisations implementing multi-channel marketing. The research indicates that the impact of implementing multi-channelling is transformational. Though most organisations see multi-channel as a technology based issue the reality is that to leverage the true power of this approach the organisation and its processes need to be reengineered.

To read more about this topic click here for a Deloitte point of view on multi-channeling.

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