Today’s consumers are more demanding than ever when it comes to expected levels of service and how they interact with a retailer. They want to shop whenever and however they please, through any channel, without making any sacrifices. Ultimately, consumers buy from retail brands, not retail channels. For them, the distinction between brick-and-mortar stores and online, catalog or telephone shopping is irrelevant. They expect to be able to get the same product information, services and inventory availability from all channels.
