Multi-channel retail models that work

Consumers want online shopping to be more like bricks-and-mortar shopping and vice versa. CHRIS PETERSEN looks at the importance of the customer experience in multi-channel retailing.

Search ‘CX’ online and there are many articles on how retailers can optimise their e-commerce sites to provide a better customer experience. Equally, there are many results from consultants claiming retailers must invest in bricks-and-mort...

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