Customer expectations are only half-met
Modern consumers are demanding and expect a retail experience that is both easy
and convenient. They are adept at operating across multiple sales and communication
channels during the retail journey, taking full advantage of the transparency of price
and quality created by online price comparison sites and peer review of products.
In short, they expect multi-channel retailers to offer integrated cross-channel services.
In an environment of perfect transparency the customer retail experience has emerged
as a key competitive differentiator for retailers.
This independent report, commissioned by DHL, explores the issues that retailers face
in providing a high level and consistent service across all their channels, particularly
across back-end processes such as stock availability, order fulfilment and returns. It then
identifies practical solutions that retailers can implement to meet consumer expectations.
When it comes to considering their multi-channel strategy, issues such as brand protection and marketing are foremost in the retailer’s mind. This holds true as they consider both entering a channel and maintaining an existing channel. In our survey, 27% of retailers considered brand continuity as the biggest challenge both when launching and maintaining a channel.
How important is it for your business to have a multi-channel operation?
