A customer really liked a bag she sees on your website. When she walks into your store the next day she comes in with the expectation of seeing the same product on your shelves, at the same price. Customers today expect to order online and have the delivery made to their address almost the same day and return to store an item purchased through catalog.
Servicing such demanding cross channel expectations calls for tremendous Multi-channel maturity. And executing this is not easy. There are far too many complex underlying variables that need to be monitored and matched to enable this level of synchronization and consistency in cross channel experiences.