One of the top business challenges facing retailers today is having the ability to track customer shopping experiences across a variety of channels. By gaining a more complete view of customer activity via online and in-store, as well as mobile and social networking sites, retailers can leverage their ability to increase sales and improve customer loyalty.
As a matter of fact, a recent RIS Thought Leadership report illustrates that multi-channel retailers project the most gain (83%) at the in-store level, compared to 11.9% in e-commerce, 4.7% in direct and call-center, and 0.4% in m-commerce.
Bottom line is that cross-channel customers are more profitable than single channel customers “which makes them worthwhile to pursue,” says Nikki Baird, Principal Analyst, Retail Systems Research RSR.
Within their recent study “The Cross-Channel Wake-up Call,” RSR discovered that three of the top four technology enablers valued by survey respondents were all about creating visibility: customer visibility, inventory visibility and enterprise analytics.