Back Office: Cross-Channel Strategies to Improve Business
Chart 8 also shows that 36 percent of best-in-class retailers provide mandates for the teams to expand cross-channel initiatives towards establishing online, call center and mobile presence. The reason is to gain a bigger customer wallet share and profitability. A major CE retailer recently conducted a profitable customer review and found that their most profitable customers are cross-channel shoppers.
Inventory visibility across all channels is also necessary in maintaining retail triggers, such as customer satisfaction and in-stock. Best-in-class retailers are developing Web inventory capabilities to provide cross-channel access to as close to real-time inventory data as possible.
Knowledge Management (Chart 9)
Best-in-class retailers are twice as likely as all others to measure and track cross-channel results across several parts of the company, including corporate, stores, online, catalog, call center, warehouse and supply chain. Customer satisfaction, order side, conversion, fulfillment rate, completion rate, fill rate, cancel rate and others are all metrics that retailers use to deliver the cross-channel unified shopping experience.