multi-channel business

Getting More from a Multi-channel Business

By Chris Barling, Chairman of ecommerce and EPOS systems supplier, SellerDeck (formerly Actinic). Over the last few years, both the traditional retail sector and the catalogue sector have adopted the web in a big way. The result has been a blurring of barriers between sectors and the rise of the “multi-channel” retailer. Alongside this, consumer behaviour has drastically changed. Recent research has shown that, for large retailers at least, more products are bought in-store following research on the web than are actually found and bought purely on line. Multi-channel retailing is becoming highly significant because consumers are behaving as multi-channel shoppers. Any business ignoring this trend does so at their peril. New behaviour The modern consumer uses a variety of approaches to thei... »