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Channel surfing: Can the independent jeweller really manage multi-channel marketing?

By Jennifer Shaheen

multichannel-surfingThroughout the year, I see and speak with hundreds of jewellery retailers at industry events, including JCK Las Vegas and AGS Conclave, and so many of them have the same concern. They’ve heard plenty about how essential multi-channel marketing is in today’s crowded, competitive marketplace, but they know they have limited time and resources. Is it possible, they ask, for a business owner like them to have a multi-channel marketing strategy?

The answer to that question is yes, absolutely. You’re already doing multi-channel marketing, whether you know it or not; the question becomes how well you’re leveraging the communication channels you already have in place and whether or not it’s sensible to add more to the mix.

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