Who gets the credit? Does that go to the mobile team? The e-commerce team? Is there a valid argument that it deserves to go to that store's revenue because the customer chose to not purchase it online, which is a testimonial to the wonderful store management? Or perhaps the customer simply wanted the item immediately and knew he/she was driving by that store on the way home anyway?
Merged channel is something that retailers love to talk about. I just wished it truly colored their day-to-day decisions more.
Source: Computerworld US
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