David Biernbaum

Compete Blog: Cross Channel Shopping Is a Must

July 27, 2010

FROM RETAILWIRE:
Consumers increasingly do not differentiate between store inventory and online inventory, meaning that retailers need to stop thinking about them as two separate entities. What are the best ways for retailers to convert online browsers into in-store shoppers?      [more...]

Consumers expect to be able to do cross channel shopping in a seamless way between retail stores and their online sites. It is no longer acceptable for retailers to treat the two as separate businesses where consumers are concerned.

The purchasing and returns process needs to be completely interchangeable. If the consumer purchased an item at "mystore.com" than she wants to be able to make an exchange or return the merchandise to "my store."

It is very doable and very possible to make this happen for consumers and the retailers that do are going to get a terrific jump in accumulating market share vs. those that stay complacent and take no action.