As we have noted before (click here, for example, 1, 2, 3), seamless multichannel retailing is challenging. 

To provide more guidance, Knowledge@Wharton and SAP have collaborated on a new report: Harmonize Physical, Virtual Stores to Lift Sales: 

“Imagine the owner of an old-fashioned general store in a small town. The door opens and he sees it is Mrs. Jones. He knows her husband and children, he can list the groceries she buys every week and the treats she gets now and then. He has a pretty good idea how much money her family has, knows the kids will soon need back-to-school clothes, and that a flock of relatives will be descending for the family’s traditional July 4 cookout. A merchant like this has products to suggest before the customer says a word.”

“Achieving this level of personalized service is the goal of today’s savvy retailers, but on a much bigger scale, and to do it they will use a range of technological tools to better know their customers. The successful retailer of the near future will create a consistent ‘omni-channel’ experience that will meld in-store shopping with features offered online and, increasingly, through smartphones.”

Click the image to read the full report.