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CASE STUDY: Capgemini's Integrated Multi-Channel Retailing campaign

Capgemini offers consulting, technology, outsourcing and local professional services, working with clients to develop strategies and technologies tailored to their needs. It has a wealth of experience supporting retailers' growth strategies and in 2006, it launched a campaign to promote its consultancy capabilities to top levels within the retail sector.

The aim was to promote debate on Integrated Multi-Channel Retailing (IMCR), which allows retailers to deliver a consistent customer experience whether they shop online, by phone, or on the high street. It was important to establish Capgemini as a 'thought leader' on the subject; generate leads to gain insight into the audience and its attitude towards IMCR and Capgemini; and generate contacts for sales.