The Inevitable Convergence Of Retail Channels

As consumers become more comfortable with the Internet, multichannel consumers are increasing in number. Multichannel consumers look like "average consumers," but bring new expectations to the shopping experience. Because they demand a consistent voice from retailers for everything from loyalty programs and promotions to inventory visibility and availability, CIOs and channel managers must reconsider their current portfolio of POS, eCommerce, and call center solutions in the search for a single platform. Which channel solution is up to the challenge? POS, commerce platforms, and call center applications are poorly positioned to deliver a unified platform today, but several vendors are beginning to piece together the requisite functionality, and more acquisitions and consolidation are likely. Channel managers and CIOs who want to act now should orchestrate dynamic apps —collections of multiple applications designed for people and built for change — to bridge channels and integrate data and services across customer touchpoints.