Article

54. Multichannel integration

March 3, 2010

The average customer may not be able to articulate the concept, but he wants it to be the case anyway: All facets of a retailer should be seamlessly integrated. If not, the results can be frustrating at best; at worst, a negative cross-channel experience could give a customer such a bad impression that he never wants to do business with the retailer again. IKEA claims that its multichannel approach has a significant effect on customer loyalty. Adri Kraa, head of IKEA Shop Online, says that multichannel customers are 30 percent more loyal and spend two-and-a-half times as much as singlechannel shoppers.

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