Customer Experience – The Multi-Channel Boost

By Kiran Kumar Malathkar, Senior Project Manager, Retail eCommerce, MindTree Ltd.

This article appeared in the August 2011 issue of IMAGES Retail.

Emerging new shopping patterns of consumers using online portals (Mobile commerce, Social networking) and increasing use of new technologies by consumers is driving integration of the multi-channel business. Retailers who are not providing seamless service and create an arena for good shopping experience are left behind. Consumers expect seamless and non-compelling multi-channel experience. Research firms such as Gartner, Forrester, NCR have indicated consumers expect all interactions to be fully harmonized across all channels, which will lead to customer satisfaction, boost sales and growth. Research facts by various researchers give an overview why multi channel consistency should be a focus area for retailers. While large players like Google, Apple, Microsoft and other electronic devices companies dominating, bedrooms, kitchens with interactive devices its worth to look into the parameters of cross channel consistencies which can provide incentives for customers to stay on and buy more.

This article covers:

• Results of inconsistencies across cross channel
• How convergence of multi-channel boosts customer shopping experience?
• What factors Retailers should consider while investing for multi-channel integration?

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