Online, engaged and connected without interruption, consumers encounter brands and retailers, expecting accessibility, consistency, and service. They easily shift among a host of retail formats and channels–online and offline, in-store and at-home, to suit their needs. And, empowered by technology, they have high expectations for their shopping experience, the speed of fulfillment, and customer service.<\/p>\n
Multi-channel retailers work to engage shoppers in a variety of channels. This isn\u2019t just about being present where and when these potential customers are ready to buy. Instead, it\u2019s about being accessible at every touch-point along the customer journey, regardless of where the shopper is in the path to purchase. It\u2019s an elevated level of customer service.<\/p>\n
Yet, the complexity of doing this effectively continues to increase as outlets, especially those online, multiply: branded websites, e-commerce sites, apps, social media, and marketplaces. There is a consideration of content management, security, and analysis to ensure that each channel is optimized. Clearly, multi-channel or omni-channel marketing strategy requires organizational discipline and infrastructure. Yet, the value is clear as these marketing strategies allow retailers to be accessible, while offering the consistent service consumers demand.<\/p>\n\n\t\t\t Candela Citations<\/h3>\n\t\t\t\t\t