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1. Assume your customer is a cross-channel shopper. Retailers must understand that cross-channel is here and they have to build their business processes around that fact. "The shopping process is a multichannel process for customers today, and, as a result, retailers need to communicate with them in an integrated way," said Van Baker, vice president and research director for retail and manufacturing advisory services at Gartner Inc., who spoke at a session that discussed disruptive business models poised to shape retail.
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- People:
- Van Baker
- Places:
- San Francisco
E
Melissa Campanelli
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Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.
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