Back Office: Cross-Channel Strategies to Improve Business
The Best-in-Class PACE Model
Chart 3 shows a roadmap to the key Pressures, Actions, Capabilities and Enablers prioritized by best-in-class companies for cross-channel process and system integration.
Retailers must make a commitment to integrating the aforementioned business processes into a unified cross-channeling retailing effort. The top action identified by retailers is to identify new sales channel opportunities. Expanding operations to the online channel is a logical first step, but the mobile channel is gaining traction in the retail space, with many companies rolling out successful mobile retail applications, such as mobile marketing, couponing and social media applications.
Such companies include 1-800-Flowers, Godiva, Pizza Hut, Ralph Lauren, Sonic, Jack in the Box and others. Retailers without the mobile order, marketing or related offering must seize the opportunity to grow their channel capabilities in line with the latest needs of their customer. When retailers achieve the cutting edge, they can better related with their customers, build loyalty and remain ta top of mind source no matter the customer's sales channel preference.