Enabling Retail Customer Relationships Guest Series Part 1

Devon Wolfe, managing director of strategy & analytics services, Pitney Bowes Business Insight

Consumer shopping behaviors have profoundly changed over the course of the Internet age. As online sales have matured and continue to grow, retailers have yet to master the complex two-way communications and interactions with their customers. The challenge is in the mix of physical and digital channels and the lack of a unified view of all the communications that enable customer relationships.

Research conducted by Pitney Bowes Business Insight shows that for most retailers, 80% of online sales come from an area where they have an existing physical retail store. This correlation between the physical and digital retail outlets creates a priority for managing the cross-channel customer experience. It also points to a path for supporting the parallel revenue goals for both the physical store and the website simultaneously.