Cross-Channel Integration in Retail: Creating a Seamless Customer Experience
September 14, 2012
Heckmann, Peter; Kesteloo, Marco; Schmaus, Benedikt; Huisman, Robbert
The imperative for traditional retailers today is to integrate across channels — providing their customers the same experience online as in their stores, and enabling them to move between the two channels without friction. Developing a viable cross-channel capability is within reach, if retailers make the right moves in five key areas.