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Mobile is part of e-commerce, not a rival

Evan Schuman | Oct. 3, 2016
For years, retail has clumsily struggled with various merged channel strategies. No changes in commission structure or bonus requirements have proved effective.

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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