Trends Report

The Role Of eBusiness In Multichannel Strategy

eBusiness Owns More Than The Web But Struggles With Channel Execution

December 16th, 2009
Carrie Johnson, Chief Product Officer
Carrie Johnson Chief Product Officer
With contributor:
Kate van Geldern

Summary

Consumers today are more multichannel than ever before: 70% of consumers researched a product online and then bought it in another channel in 2009. To determine the role that eBusiness teams play in crafting and executing their overall corporate multichannel strategy, we surveyed members of our eBusiness And Channel Strategy Professional Research Panel about their cross-channel efforts and how they prioritize channel investments for 2010. We found that many eBusiness leaders have reporting and P&L responsibility today for much more than just the Web channel, and they often have a seat at the table to plan channel strategies. When it comes to executing those strategies, however — and effectively implementing cross-channel interactions — there is definite room for improvement.

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