E-commerce integration with brick-and-mortar store systems has quickly become central to the success of retailers of all shapes and sizes. Driven by the large tier-1 and big-box retailers who set the precedent for consumers’ cross-channel expectations, integration of physical and digital retail systems is fast becoming an imperative for even the smallest stores.
Rapid ROI In Real Terms
Leading retailers have realized that integration of the systems that run their physical and digital presences drives a cross-channel experience that has a very real and measurable positive impact on sales. A recent study from Retail Systems Research (E-Commerce 2012: Back To The Future) found that 65% of retailers consider “understanding and accommodating how different customer segments engage with us” their number one e-commerce operational challenge. According the same study, retailers’ second largest e-commerce challenge is “difficulty coordinating with other channels to create a seamless cross-channel experience.” Key to gaining this understanding and achieving this coordination is the establishment of a single platform for cross-channel retail management.
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