This document discusses how retailers can optimize their multi-channel sales funnel. It notes that online shoppers on average spend 2-3x more than in-store and that most purchases occur within a day of window shopping. It also discusses how different traffic sources like brand awareness versus generic lead to different conversion rates. The document advocates leveraging all channels for acquisition, understanding attribution across the sales funnel, and integrating eCommerce platforms, CRM systems, and POS to better target and personalize the customer experience.