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Cross-Channel Integration Still Eludes Most

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CrossView recently published some of the findings from a Cross-Channel Readiness Survey conducted earlier this year. The big takeaway is alarming: A majority of the retailers surveyed still scored failing grades in providing a satisfactory cross-channel experience.

Where do the obstacles lie? According to the findings, only 12 percent of the retailers surveyed could access a customer’s pending web order in-store. Six out of 10, 60 percent, had inconsistencies across in-store and online promotions.

CrossView CEO Mark Fodor says that while some retailers including Sears, Best Buy and Target “get it” when it comes to multi-channel marketing integration, many still have a long way to go on the road to cross-channel retailing. The problem, he says, lies in the “s” word. “The opportunity for merchants to become more [efficient at] cross-channel is there, but they need to learn how to communicate with their customers across channels and not fall into silos.”

Signs that positive changes are in the offing: A majority, 88 percent of retailers, provide sharing tools (Facebook, Twitter, etc.) on their website and 56 percent display ratings and reviews on their website.

Still, only 52 percent of the retailers surveyed use collaborative filtering, which provides tailored recommendations to customers, and 64 percent fail to provide estimated shipping charges, increasing chances of cart abandonment. In addition, while 100 percent of the retailers polled offer a mobile website, only 12 percent offer a mobile app.

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