Traditional retail channels are having a hard time mixing
digital into the shopping experience, according to a new report, Omni-Channel
2012: Cross Channel Comes of Age from Retail Systems Research LLC. The firm has
been doing the study for six years and this year found that retailers now feel cross-channel
marketing will play a role in their business but that merging digital with the
bricks-and-mortar selling is the biggest challenge.
The report surveyed 66 retailers on their cross-channel
practices and technology adoption plans and found that just 32% of the
responding retailers believe they have reached the goal of consolidating the
customer shopping experience across all channels.
The report is available as a free download,
but registration is required.
