Executive Summary (This is a document excerpt)

As part of a larger analysis of 16 firms, Forrester evaluated the cross-channel experiences of four large discount retailers — Kmart, Sears, Target, and Wal-Mart. Overall, the discount retailers performed poorly compared to the other industries we evaluated. While each discount retailer suffered from its own set of problems, our research also uncovered a number of good practices, such as Wal-Mart's online TV recommendation tool, the clear path to human assistance in Kmart's IVR, and Target's understandable email language. To improve cross-channel experiences, customer experience professionals should evaluate their firms' experiences and then chart a path on the customer experience journey.

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