Office Depot e-commerce exec stresses need for integration

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Scottsdale, Ariz.—Integrated marketing was the mantra of a keynote speech Thursday by Monica Leuchtefeld, Office Depot exec VP-global e-commerce, at the Direct Marketing Association’s B-to-B Marketing Conference.

"Multichannel [marketing] used to be a strategic opportunity," Leuchtefeld said. "Now, it’s the price of entry into the sales field. Today’s customers expect that you reach them across media channels."

Office Depot has been undergoing that transformation over the past couple of years.

"It takes a long time," Leuchtefeld said. While conceding the process is not an easy one for companies, it has the potential to pay off, she said.

Leuchtefeld said that "spending goes up at least a third" among customers who use two channels, such as catalogs and online, and if they shop a third channel spending increases even more. "Buyers who cross shop spend more and are more loyal," she said.

—Carol Krol

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