Cross-channel optimization: A strategic roadmap for multichannel retailers
Increasingly, businesses are using multiple distribution channels. Some have called this multi-channel model "face, call and click". Cute names aside, there are real issues to be addressed before this powerful model can be of use to an organization.
In the early days of the internet "channel conflict" was the problem to tackle. Brick and mortar outfits did not use the internet as a distribution channel because they were concerned that their existing channel will not like it. On further analysis most found a way out that was a win-win for all parties concerned.
This study by IBM provides insights into some issues facing multi channel retail distributors.
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Posted on 06/04/2009 by