E-commerce: Use Your Web Site to Improve the Customer Experience Across Channels

What are some ways you can leverage your Web site to increase conversions both online and off? Chris Shimojima, vice president of customer marketing at Sears Direct, shared some of his strategies on integrating the Web with your other channels in his session “Creating a Best-in-Class Online Shopping Experience for Your Customers: Excellent Customer Care Means Better Sales” at eTail 2005, held last month in Philadelphia.