Multichannel Marketing the Advent of Research Proposal

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We will use a detailed survey, to allow us to gather the information we need. In addition to demographic and psychographic information, we will also focus on triggers. For non-online customers, the main trigger is brand identification and reinforcement; for online customers it is direct action (Thiel, 2008) so that line of questioning will be structured differently for the two mediums. For the survey, we will use our 250,000 strong database.

Reaching competitor's customers is trickier. Without the benefit of a database, a smaller sample size will need to be used. We have a basic understanding of the demographics we serve. Our customers may serve other demographics, but those customers that do not fit with our demographics are unlikely to switch. Our survey design will therefore be focused on members of our key demographics. We will specifically ask about purchasing habits with respect to us or our key competitors and filter out those respondents who shop at our competitors. We will need to continue this exercise until we have gathered enough respondents in both the C. And D. categories as to be statistically significant.

Conclusion

As a mid-sized retailer of men's clothing, we have a strong internal database from which to draw research on our existing customers.

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Marketing to in-store customers, online customers and multichannel customers will be slightly different for each category. Therefore, we will run two surveys, one online and one in-store. We will separate customers immediately by which of the three categories they are, so that we have a sound breakdown of the demographic, psychographic, purchasing behavior and communication behavior for each segment.

For these three categories of our competitor's customers, we will need to conduct market surveys, identifying competitor's customers as an integral part of the research process. The survey, once we have attained a statistically significant sample for each segment, will be similar to that used on our own customers. During the evaluation process, we will attempt to ascertain the differences between our customers and competitor's customers, to identify which of the key drivers are most important. Our objective in doing this will be to identify areas of competitor weakness that we can exploit, and to identify the customer segments that are the most potentially lucrative so that we can improve the focus of our marketing initiatives.

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