Multi-Channel Retailers: Building Loyalty And Affinity Through An Integrated Customer Experience

By Deborah Eastman

Successfully competing in today’s increasingly complex retail environment entails staying ahead of heightened customer expectations.  Historically traditional retailers have enjoyed the advantage associated with tangible merchandise, personal service, and instant gratification.  By contrast, online retailers have offered efficient search capabilities, convenience, and easy access to both habitually purchased and hard-to-find goods and services.

As the retail industry has evolved and traditional and online formats have converged to create a hybrid structure, new challenges have emerged around managing the multi-channel customer experience. 

How can retailers successfully create this quality, fully integrated customer experience across channels?