Back Office: Cross-Channel Strategies to Improve Business
The driving factor behind cross-channel retailing is the customer (See Chart 1), as the top two pressures facing retailers are the need to address rapid changes in customer affinity for sales channels and the need for a faster, easier and more convenient shopping experience.
According to a recent report, "Fast-Track Cross-Channel Gains: The Final Frontier for Customer Share of Wallet in Retail," by the Aberdeen Group. As the online and mobile channels continue to gain in prominence, consumers expect to receive the same brand promise and experience across all channels, making it necessity for retailers to re-think their cross-channel strategies.
Aberdeen used these three key performance criteria to distinguish "best-in-class" companies (See Chart 2):
- Customer satisfaction rate: 99 percent