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Is Your Organization Ready for Cross-Channel?

Is Your Organization Ready for Cross-Channel?

Ratings: (0)|Views: 43 |Likes:
Published by SapientNitro
By Andrew Macey, Vice President, Strategy, SapientNitro

2010 Black Friday sales were up only .3 percent over last year, yet online sales are up 16 percent against last year. And, 60-70 percent of offline, store and catalog sales are now impacted in some way by digital commerce, either through comparative ratings and reviews, research, or targeted promotions and personalized campaigns. Almost all retailers are making significant investments, ranging in scale from about 1-3 percent of revenue, in cross-channel capabilities including online, mobile and social media to build brand and drive new revenue streams.

Despite all this momentum and spend, however, few companies have managed to successfully bring together the thinking, skills, and experience required to create a unified, successful cross-channel organization. What’s required for a company to build a successful cross-channel organization? How does one ensure maximum return on all those investment dollars?
By Andrew Macey, Vice President, Strategy, SapientNitro

2010 Black Friday sales were up only .3 percent over last year, yet online sales are up 16 percent against last year. And, 60-70 percent of offline, store and catalog sales are now impacted in some way by digital commerce, either through comparative ratings and reviews, research, or targeted promotions and personalized campaigns. Almost all retailers are making significant investments, ranging in scale from about 1-3 percent of revenue, in cross-channel capabilities including online, mobile and social media to build brand and drive new revenue streams.

Despite all this momentum and spend, however, few companies have managed to successfully bring together the thinking, skills, and experience required to create a unified, successful cross-channel organization. What’s required for a company to build a successful cross-channel organization? How does one ensure maximum return on all those investment dollars?

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Published by: SapientNitro on Feb 14, 2011
Copyright:Traditional Copyright: All rights reserved

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11/28/2012

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