What is 'Multichannel' and how can it help online toy retailers?

Neoworks shows online indie retailers how to create the best 'Multichannel' strategy.
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Imagine the following situation: It is a week before Christmas and mum and dad have just realised that the roller skates that they have bought for the twins are not exactly what they were hoping to find under the tree.

First stop, online: They search for the Scalextric Turbo Flyers Set that 'everyone at school has', and find it in stock, but it’s been snowing and so it’s too late to be sure that it will arrive for Christmas morning. No problem, it’s available to 'Click & Collect' from a store close by. 

“Isn’t that where you bought the roller skates?” says mum. So they head out together, taking the roller skates with them.

Second stop, in store: They arrive in the store to collect the toy, but as they walk in they see a poster for the 'must have' digital lap counter and digital plug-in – to add a bit more excitement and make it more interesting. 

Neoworks explains how a toy retailer can make the most of this opportunity in the full feature.

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