At the centre of this report is the idea of enabling customers to buy goods in ways that suit them. That might mean supporting a purchase that begins with research on a desktop PC and continues via mobile search, but is completed within a retailer’s app. The customer may then opt to pick up an item at a specific store.
Even European retailers not yet able to offer these kinds of joined-up purchases are familiar with the essential ideas here – if only because of competitors offering such services.
But that does not mean retailers should be blasé about the challenges cross-channel retail poses. These kinds of joined-up retail experiences are difficult to get up and running. To sustain them in a cost-effective manner is just as tough.
Within this report, you will learn about: