RedPrairie Industry Report

March 4, 2011

Reinventing Shopping: Customer Engagement in a Cross-Channel World

Sponsored by Escalate Retail, now part of RedPrairie

The omni-channel store: at first pass, the term may seem like an oxymoron. The store is a channel on its own – it might participate in cross-channel activities, but how can a single-channel entity like the store present itself as all-encompassing to customers? The simple answer is that it must. The store is ground zero for the convergence between online content, social connections, mobile access, employee expertise, and the ready availability of product. In no other channel is demand and supply so physically close, alongside the potential for absolutely all of the content and expertise that a retailer can bring to bear to close the deal.

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