About 5 years ago retailers were striving to achieve an “integrated multi-channel strategy” and offer customers a “seamless experienced” – now the majority have achieved it. It has been proven that retailers who offer a truly integrated multi-channel experience secure greater loyalty from their customer base and their cross channel customers on average spend more with the retailer…
In my view it is no longer an option for retailers to offer a seamless buying experience – it is essential – in the same way that stock availability and price positioning is also essential!
See the article about channels customers shop