Retail multichannel consistency and customer experience

The emerging shopping patterns of consumers using online portals like mobile, social media and networking, as well as the increasing use of new technologies by consumers, are driving integration of the multichannel business. Retailers who do not provide seamless service and create an arena for good shopping experiences are already off the pace. Research firms such as Gartner, Forrester and NCR have indicated that consumers expect interactions to be fully aligned across all channels which leads to customer satisfaction and results in a boost in sales and growth.