For Retail Professionals

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	December 10, 2004 Getting Multichannel Retailing Right How To Create And Implement A Multichannel Strategy by Carrie Johnson with Sharyn Leaver, Sean Meyer

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Executive Summary

While multichannel retailing tops all retailers' to-do lists, internal organizational battles and external economic pressures hamper investment and, ultimately, success. Despite these existing hurdles, all retailers must create a consistent cross-channel experience to stay competitive. Depending on factors like the competitive environment and industry dynamics, retailers will then prioritize overall investment and urgency of more advanced multichannel tactics, as well as integration of customer, order management, inventory, and product data. All of these investments in integration and the ability to layer on portal and BI tools for visibility will enable retailers to kick-start other next-generation applications like merchandise and supply chain optimization.

TABLE OF CONTENTS

• Multichannel Retailing Comes Of Age
• Execution Remains Just Out Of Reach For Most Retailers
• How To Define And Execute The Right Multichannel Strategy
• 1. The Basics: Retail Organizations Need An Overhaul
• 2. An Advanced Multichannel Strategy: Prioritize Investment
• 3. Data Integration Enables Best-In-Class Customer Experiences

WHAT IT MEANS

• Multichannel Investments Enable Next-Generation Retailing
• Supplemental Material
• Related Research Documents

This is an excerpt

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