Six Essentials for Cross Channel Success

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Cross-channel customers not only hop across channels, but also across retailers. They are also found to be disloyal and would not hesitate to switch to another retailer for better price, availability and customer service. Retailers obsessed with product features are categorically snubbed by customers since they shop for 'their' needs, not for the merchandiser's whims and fancies. This has created an opportunity for retailers to focus on customer-centric retailing.

Mere lip service is not a substitute for a better customer experience. To enable business to provide services that wow the customers, it is imperative that there are strong processes and the right technology behind the cross-channel organization. This whitepaper presents HCL's approach involving six essential elements for successful transition of traditional retailer to an efficient cross-channel organization.