OneVue Annouces the Release of VuePoint 2.0,

Successful retailers understand that multi-channel retailing and cross-channel retailing are not the same. Customers are beginning to demand autonomy across the channels in both customer experience and product offerings. Multi-channel retailing is simply the mechanism to sell ones goods via a multitude of purchasing points. Sometimes these sales represent the same customer, but not necessarily, and most of the time visibility across these ever-increasing channels is not available. Cross-channel retailing is at the heart of any customer-centric environment, and brings a sharing of information across all the channels.

Shoppers are increasingly transcending these selling channels on a regular basis, and multi-channel retailers need to quickly embrace and lead these trends. Regardless how a customer wants to access and transcend the channels, retailers must implement the process, organization and infrastructure in place to support these trends.

One cross-channel trend gaining speed is buying on-line and picking up in the local store. Circuit City, REI, and ACE among other retailers have discovered great success with this approach. In fact, a recent study by Forrester Research found that 28% of online shoppers picking up in stores make an additional purchase. Granted, the integration of sales information between web sites and stores presents itself with unique challenges but increase store traffic, sales, and customer loyalty should make any multi-channel retailer reconsider their current strategies.

It’s been estimated that 80% of your business comes from 20% of your loyal customers. Customer Loyalty is often overlooked when compared to efforts to obtain new customers, which is considerably more costly. Customer Loyalty is at the heart of Cross-channel retailing. It expands your ability to communicate with your customer, increases your perceived reliability, and improves your customer service offerings.

To the end a Cross-channel commitment can be easier said than done, not only are there technical challenges as well as operational challenges, but retailers will find it more difficult in the future as the number of channels increase. Retailing is, by definition, an evolving industry that must be customer-focused. Cross-channel retailing drives customer loyalty. This overall will be the driving force in cross-channel retailing adoption.