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Consumer needs to be the central focus of multi-channel retail

April 9, 2008

Retail Week: Multichannel retailing should be about allowing customers to access your services in whatever form they find easiest, while continuing to act as one business, according to speakers before the World Retail Congress. Tesco.com marketing director Ian Crook said customers need to be at the heart of all the decisions a business makes when it goes down the multichannel road. "You have to offer them choices in how they deal with you," he said. "And you have to put yourself under pressure to make all your channels cost-effective — and that doesn't mean getting rid of them."

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