Marketing AnalyticsWhile leveraging multi-channel opportunities is the current darling of the retail world, there’s one aspect that separates success from failure – the ability to market to multichannel customers.

This isn’t as straightforward as it sounds. It’s easy to maintain a single retail brand identity when you’re only working with one channel – this is how mom-and-pop stores around the corner have built their loyal customer base over years. The challenge crops up when a retail brand has to provide a consistent brand experience across different channels: RSR Research, in their November 2012 report, revealed that 59% of retailers surveyed pointed to coordination with other channels to create a seamless brand experience being their major operational challenge.

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