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Retailers that satisfy consumer expectations when it comes to multichannel shopping- and that encourage their own customers to shop across channels - have much to gain. Consumers who shop in two channels are, on average, three times as profitable as single-channel shoppers, and those who shop in three channels are more than five times as profitable. But creating a multichannel advantage is not just about selling online Consumers expect a seamless experience when they shop, purchase, receive deliveries, and request after-sale service - whether through a store, a catalog, a Web site, a mobile Web site, a call center, a television shopping channel, or direct mail.
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