For Retail Professionals

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	September 15, 2004 Multichannel Retailing Best Practices Which Retailers Offer The Best Cross-Channel Customer Experience? by Carrie Johnson with Sharyn Leaver, Esther H. Yuen

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Executive Summary

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.

TABLE OF CONTENTS

• Multichannel Retailing Matures
• Consumers Cross-Channel Shop Like Crazy
• Retailers Rise To The Challenge — For The Most Part
• Best Practices In Advanced Multichannel Retailing

RECOMMENDATIONS

• How To Put A Multichannel Retail Plan In Place
• Related Research Documents

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