Multichannel offerings can be an important differentiator, especially in tough economic times when retailers compete for fewer consumer dollars. This year eMarketer expects retail e-commerce sales to decline by 0.4%. Most retailers lack an executive dedicated to cross-channel operations and still have much work ahead to integrate their inventory, data warehousing and business intelligence systems across channels. Options such as buying online and picking up in-store are not widely offered yet even though consumers say those options are very important.
To find out more about digital marketing and eMarketer's report, "Multichannel Retailing: A Competitive Differentiator," click here.