Cross-channel retail experiences improving

27/08/2008

The gap between what retail customers expect from cross-channel experiences and how businesses are working to meet these expectations is closing, according to new research.

Sterling Commerce found that 98 per cent of retailers believe an inability to offer a seamless cross-channel experience from order to shipment threatens customer loyalty.

Indeed, the growing popularity of internet shopping has caused customer expectations to rise and the majority are demanding fast, uncomplicated transactions and the ability to purchase online or via a call centre and pick up their goods in the store, for example.

However, the survey also revealed that 87 percent of retailers consider themselves able to provide such cross-channel capabilities, either now or within the next 12 months.

Jim Bengier, global retail industry executive for Sterling Commerce, said: "Shoppers don't care how difficult or challenging it is for retailers to organise their companies to meet their needs. This survey shows that retailers without cross-channel execution plans already in place will soon be left behind."

Meanwhile, the 2008 Datacraft/Dimension Data Global Contact Centre Benchmarking Report concludes that failing to adopt a "holistic" approach to customer relationship management can threaten business success.

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