Although the terms ‘cross-channel strategy’, ‘360 degree view of the customer’ and ‘customer centricity’ are nothing new, it seems that there is still ample opportunity to improve in the industry.

In a recent benchmark report from Aberdeen Group, ‘Data indicates that 67% of retailers currently lack collaborative channel operations in the areas of unified marketing, inventory management, order management and customer fulfillment.  The lack of integration hurts customer’s buying experience and creates a disjoined brand, which in turn impacts business sustenance.’

Aberdeen goes on to identify 3 key strategies for Cross-Channel Retailing:

1. Identify new sales channel opportunities. Online channel being the logical first step, but mobile channel is gaining traction.
2. Develop channel integration plans for a unified customer experience (including but not limited to pricing, promotions, marketing, supply chain)
3. Execute cross-channel customer loyalty programs.  Interestingly, according to Aberdeen ‘only 53% of retailers offer online enrollment into loyalty programs’

The report contains a competitive assessment of various characteristics relating to cross-channel process, organization, knowledge, technology and performance, revealing some interesting numbers that clearly indicate a real opportunity in the industry for all retailers to improve cross-channel capabilities.

Aberdeen goes on to summarize some specific opportunities for retailers to embrace a fully functional cross-channel retail strategy, identifying customer loyalty is integral.  To download a full copy of the report, click here.

Also, look for an upcoming webinar from Cactus where we will explore ways to increase customer loyalty with mobile and address some of the top opportunities identified by Aberdeen Group in this report.