White Paper: Doing More On The Store Floor: Five Steps To Capture And Keep Cross-Channel Customers

With consumers' growing expectations to shop the way they want, traditional brick-and-mortar retailers have overcome their fear of ecommerce cannibalization of store sales, adopting dotcom storefronts and strategies to help ensure a consistent experience across all channels—and ultimately increase sales. However, with these new cross-channel opportunities come new challenges, and perhaps going somewhat unnoticed and unattended is the impact to store operations.

Many retailers initially developed manual store processes to handle the cross-over of ecommerce to brick-and-mortar to support services like buy online/ pick up in store, research online/reserve in store, buy anywhere/ship from store to home, and buy online/return to store. However, as multichannel retail has grown, those manual processes have not been able to scale with the business. Many multichannel retailers and their stores find themselves unable to provide the services, or the level of customer service, that they would like.