By David Selinger
In a world where shoppers check online prices via an iPhone and then exit the store to head for a competitor, retailers can no longer afford to manage channels as separate organisational silos. Consumers now engage with brands and stores across channels, using whichever methods suit them best. They may visit a retail website for price and product information, but there is no guarantee that the purchase will be made at that same retailer’s store. As reported in “Shoppers cross channels on both sides of the Atlantic”, up to half of all shoppers in the US and the UK switch retailers when they move from the web to the store.
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