Retailers continue to struggle to stay ahead in today’s challenging environment. Many consumers are time-starved and value-oriented. They have become empowered by the ever-expanding array of choices provided to them around product, price, format, brand, location and experience. They're even more demanding in their expectations for a seamless multichannel brand experience.
In this article, we take a closer look at the importance of developing an integrated multichannel experience for keeping customers engaged, knowledgeable and wanting to purchase. Strategies like “always in stock,” “inventory visibility,” and “closer to the customer” can go a long way in improving top-line growth for many retailers. Such an approach, however, requires that a retail organization first determine how the multiple channels will become part of the firm’s overall brand identity. It also requires executive support and transformation across the people, process and technology dimensions of the entire organization.
|
