John Lewis' Multi-Channel Marketing Communication Proposal (Summative) Essay

John Lewis' Multi-Channel Marketing Communication Proposal (Summative) - Essay Example The retail shop marketing team understands that only a few customer still prefer dealing with a single channel in purchasing their preferred goods. However, increasing numbers employ multiple channels in their respective buying processes particularly, the ones purchasing about 30% onwards. Moreover, the management understands that with the world increasingly becoming interconnected via the internet and mobile technology, multichannel communication have become inevitabilities in commerce rather than the exception (Blakeman 2014). Therefore, there is a need for John Lewis retail to effectively integrate its existing multichannel marketing communication as this increases the points of contact with the customers. The MMC techniques and strategies further help the retail shop reach marginal customer segments by permitting preferred customers access points. Therefore, for imperativeness of MMC, John Lewis retail shop must satisfactorily work to coordinate both message and data. Such channels as TV, direct mail and mail, radio, advertising print and internet must consistently offer consistent brand experience. Importantly, the John Lewis marketing team must understand the difficulty in developing consistent message when various agencies are contracted for each of the avenues marketing avenues mentioned (Ryan & Jones 2012). The consistent brand must be demonstrated with respect to the customers’ experience through call centers, retail environment, websites and direct sales. The underlying principle behind Jo hn Lewis increasing success is the firm’s integrative multichannel marketing where data and marketing messages that make the customers feel they are dealing with John Lewis and not a different Company at each point. Despite the success noted, John Lewis is still struggling with how to capture young customers through its AW collection. This paper will primarily focus on how the firm can apply the MMC to launch a new