Omni-Channel 2013: The Long Road to Adoption
Consumers that connect with retailers via multiple selling channels are more profitable than ones who don't. As a result, the industry has moved from the question "Should we sell through multiple channels?" to "How can we effectively execute on a cross-channel strategy?" We asked retailers to share their hopes and concerns.
- Retailers are focused on fulfillment execution: omni-channel fulfillment was rated “very important” by 75% (a 27% increase over our 2012 study)
- Eighty percent of responding retailers say that 360° of inventory visibility is “very important”
- The perceived best opportunity for technology enablement is in creating enterprise-wide visibility, but “customer visibility”, “customer insights”, and “a single customer interaction platform that crosses channels”, also present huge opportunities.
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