As we have frequently blogged (see this post, for example), multi-channel retailing is the wave of today and tomorrow. The retailers that succeed in the long run will be those that do the best job in this area.

Recently, Platt Retail Institute published a report entitled Corporate Attitudes and Adoption Trends of Multi-Channel and Omni-Channel Marketing:

“Advancements in digital technology are causing a seismic shift in consumer
purchase behavior. Customers today access multiple channels to execute a
purchase, leading to the requirement that all channels work seamlessly to
support the brand and the experience. This trend started with the Internet, but
is now being advanced in a very dramatic and rapid fashion due to mobile and
other digital technologies. Consumers, empowered with these digital
communication devices, such as smartphones and tablets, are pressuring
organizations to deliver compelling and innovative experiences to retain top of
mind and share of wallet. As distinctions between purchase channels blur,
companies must build a singular view of and communication strategy with their customers, which can include touch points such as call centers, direct mail and catalogs, the Internet, mobile, physical selling locations, and social media.”

Click the image to access Platt’s full 58-page report.