Developing Your Own Marketplace Can Grow Your Business, Enhance Omnichannel Experience
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Frank Poore
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Inviting third-party sellers to participate in a marketplace structure brings opportunity, but it also potentially poses a threat to a seamless shopping experience. Consumers want consistency across channels — i.e., the same enjoyable buying experience whether they're shopping in-store, online or via mobile. This means that retailers should proceed cautiously when adding commerce channels in which they lose any measure of control over the process. Managed incorrectly, marketplaces can harm brand reputation, customer service and product fulfillment.
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Frank Poore
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