RSR Research: Multiple channels produce profits
Walnut Creek, Calif. – A new study from RSR Research concludes that retailers offering multiple selling channels connect more with consumers and are more profitable than retailers operating a single channel. Virtually every cross-channel selling tactic is being employed by retailers more this year than in 2012, with particularly strong growth in mobile.
Other results of “Omni-Channel 2013: The Long Road to Adoption” indicate that creating a consistent customer experience remains the most valued capability for retailers, but 54% of retail respondents indicate that their biggest inhibitor is that they do not have a single view of the customer across channels, and 80% of responding retailers say that 360° of inventory visibility is “very important”
In addition, the study finds that:
- Omni-channel fulfillment was rated “very important” by 75% of retailers, a 27% increase from 2012.