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Paul Miller
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As a result of divisional siloing, there still are retailers that don’t have consistent pricing across channels or don’t allow loyalty points to be applied across channels. “Cat fighting” ensues with recorded sales often being a zero-sum game. “Sibling rivalry permeates multichannel retail — who ultimately gets credit for the sale? But we’re moving toward becoming [better integrated] multichannel retailers. Other recent Forrester stats showed that 71 percent of retailers accept cross-channel returns, and 60 percent have a unified customer database.”
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Paul Miller
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