Consumers Shop Everywhere: Understanding Multichannel Sales
P.J. Jakovljevic - April 12, 2005

Multichannel Customers

Consumers today shop almost everywhere--in stores, at home, by mail catalogs, over the phone (soon over many mobile devices), via TV infomercials and over the Internet, and most retailers, including Wal-Mart, try to sell through as many as possible of these channels. But few can still effectively and seamlessly interact with customers across these channels. Selling accessories and installation services in-store when customers pick up goods they bought on-line or via the phone, even allowing them to redeem promotions they have come across at any other channel is difficult...