Greater opportunity exists for brand owners who fully understand how online and offline channels work together to drive sales and profitability. However, channel proficiency is being impeded by infrastructure performance challenges. Many brand owners are restricted by the limited cross-channel functionality available in first- and second-generation e-commerce systems. The lack of technology support is further complicated by a lack of process integration and retail collaboration in the supporting supply chain eco-system. This gap in performance between front-end systems and back-end execution can result in a disappointing shopping experience-and frustration-for the customer. This article explores how brand owners need to work smarter, across multiple channels to continue to build their business.
