For most of the 100 sites visited during the e-tailing group's 10th annual Mystery Shopping Survey, there is a focus on efficiency, convenience, timeliness and customer-centricity. But, the study also found, some merchants' sites have lots of room for improvement.
Although many retail businesses have mastered the art of multichannel direct marketing, quite a few still are apprentices when it comes to cross-channel integration. This is one of the key findings of a report by the Direct Marketing Association titled "Channel Integration and Benchmarks in the Retail Industry." In the report, the DMA looks at the multichannel players in the retail industry, with the goal of helping retailers determine what aids the process of cross-channel integration -- and what hinders it.