Trends Report

Multichannel Execution Falls Short

eBusiness Executives Report A Gap In Multichannel Strategy Vision And Execution

June 24th, 2011
Carrie Johnson, Chief Product Officer
Carrie Johnson Chief Product Officer
With contributors:
Lily Varon , Andrew Benson

Summary

eBusiness executives have been fighting for increased investments in digital channels, and their efforts have paid off: The web channel tops their firms' channel investment priorities for 2011. Despite this increase in investment in the web and mobile channels, eBusiness executives do not yet feel their firms are capable of executing on their visions for multichannel excellence. The bad news: eBusiness executives have been trying to rectify this problem for many years. The good news: They continue to step up their efforts, and those that get it right are rewarded with increased online sales and customer satisfaction.

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