Today’s leading retail organizations understand that multi-channel retailing has become a competitive imperative, but few companies have fully realized the opportunities presented by this strategy. Going forward, in order to maximize revenue growth and customer loyalty, a retailer’s multi-channel strategy should take into consideration both the customer experience and their underlying operating model. Further, to ensure successful execution of the strategy, retailers must approach planning in a holistic manner across the organization, encompassing business process and technology infrastructure issues.
