Study: Customer experience the lynchpin of multichannel success

Retail Week: IBM retail and consumer products industry leader for Northwest Europe Andy Park said that the promiscuity with which consumers switch between retailers when they switch channels during a transaction showed there needs to be more emphasis on how sales are closed across all channels.

He said that retailers need to provide "new facilities and experiences" to ensure multichannel success. "You don't buy a channel, you buy a brand," Park said. "Without alignment of customer experience and operating model, brand promises fall short."

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