E-commerce Link: Channel to Channel

Use universal business logic to create a consistent shopping experience

In the next few years, e-commerce will play an increasingly significant role in the long-term success of multichannel retailers. Not only will Web site sales account for more and more of an organization’s direct business, but the Web site also will be expected to support sales in retail stores and catalogs. The walls that currently stand between channels must cease to exist if online marketers are to satisfy the expectations of increasingly sophisticated customers.

Universal business logic is the key to success in this new era of all-channel selling. Universal business logic relies on technology to synchronize online and offline marketing and promotional efforts. It consistently applies protocols for pricing, customer care, product descriptions, images, personalization and all other key selling elements from one channel to the next. It unites your channels and provides a seamless shopping experience for the customer, increasing sales and encouraging customer loyalty.

Your Customers Are Way Ahead of You

To customers, your business is like a candy jar. Stores, Web sites and catalogs are merely the different lids they lift to get to the goodies inside. They already switch back and forth from one channel to another during any given shopping session, getting inspiration from catalogs, seeking the lowest prices online, examining products in the store, and buying from whichever channel is most convenient.

Customer expectations of Web site usability and online support are rising. They will want call-center reps and retail clerks to know exactly what is available online and at what price; they will want their Web orders to count toward retail purchase incentive programs; and they will want quick answers from everyone in your company, regardless of that person’s role or area of expertise. They won’t accept the explanation, “The systems do not communicate with each other.” Currently, few companies can live up to their standards.