E-Commerce

MORE THAN JUST AN E-STORE

At the dawn of e-commerce, retailers were skeptical about the potential to grow sales via the web. Today, retailers are realizing the Internet’s positive contribution to overall sales by integrating e-commerce into their business models. For many retailers, e-commerce has become the gateway into previously inaccessible markets. However, entry into this new world of opportunity comes with some strings attached: the customer is a significantly more sophisticated shopper; inventory fulfillment needs to be optimized; and existing stores must be part of the e-commerce strategy. It is not enough for retailers to be Multi-Channel capable. Retailers must be seamlessly ‘Cross Channel’ as well. This paper seeks to explore some of the challenges retailers face in the journey to successful Cross Channel integration, and brings forward some ideas that may help in the navigation.

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