September 15, 2004

Multichannel Retailing Best Practices

Which Retailers Offer The Best Cross-Channel Customer Experience?

This is the first document in the "Multichannel Retailing" series.

by Carrie Johnson

with Sharyn Leaver, Esther H. Yuen

Executive Summary (This is a document excerpt)

Multichannel shopping has truly arrived — 65% of consumers have researched a product online and purchased that product offline. Of those people, 51% have cross-channel shopped in the past three months, influencing in-store sales of more than $100 billion. We evaluated how well retailers are positioned to capitalize on that spending and found that most retailers master the multichannel basics. But the right multichannel strategy for retailers depends on the category of goods they sell — the multichannel opportunity in that category, industry dynamics, and intensity of the competitive landscape. Circuit City, J.C. Penney, Staples, Lowe's, and Borders are all leaders in their respective categories and deliver the most consistent multichannel experience to their customers.

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