Column: Multichannel customer experience becomes imperative

10/21/2009 | Retail Week (U.K.) (subscription required)

According to a columnist, many retailers say developing a multichannel customer experience is now a must. The challenge is to do it right, while sticking to a budget. Critics and holdouts on multichannel marketing efforts question whether they, particularly e-commerce sites, are profitable. Robin Terrell, managing director at John Lewis Direct, said online retailing is profitable, although it may take significant investment to get there.

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