News

Study: Most retailers failing at channel integration

February 14, 2010

CrossView, a cross-channel commerce solution and retail technology provider, has released a study showing that many retailers currently fail at cross-channel integration by not providing consistent experiences across their Web, phone and in-store channels.

CrossView, whose clients include Moosejaw and Vineyard Vines, examined the cross-channel capabilities of 26 top retailers in the study. Included were Best Buy, Target, Abercrombie & Fitch and PetSmart, among others. The study was conducted from Dec. 1 to Dec. 11, 2009.

Findings of the study include:

• 58 percent of retailers offer different prices across channels on the same item.
• Only 38 percent ensure marketing promotions are available across all channels.
• 96 percent of retailers cannot access online customer profiles in-store or via call center.

"These results tell us that the majority of retailers have a long way to go when it comes to meeting customer needs across a variety of touch points," said Mark Fodor, CrossView's CEO.