Seriously, though, I was surprised by the findings as well. Although the data I saw from this study did not drill down further, I'm guessing that companies on the top of the scale -- such as Walmart and Target -- are fully integrated. I'd also think many smaller retailers -- that have one or two physical stores and rely extensively on ecommerce for the bulk of their business -- are tightly integrated, too. I'm guessing that many midsize retailers fall into this absence of integration, but it leaves room for many larger retailers too. Since management agrees about the importance of this integration and the resulting benefits, let's hope the resources are freed up for IT.
Shouldn't we expect price differentiation between brick n' mortars and online stores? (even if they are the same retailer)
The costs are definitely different, but should companies try to push their customers towards the most cost-efficient channel? Which is probably online stores.
I had no idea this was so widespread. I had assumed that most retailers would have fused the operations. I must have been drinking the Kool-Aid. As I believe you Americans say!
I had no idea this was so widespread. I had assumed that most retailers would have fused the operations. I must have been drinking the Kool-Aid. As I believe you Americans say!
Exactly, @kicheko. I was surprised, though, at the apparent disconnect many retailers seem to have between recognizing this need -- and actually doing something about it. Too many stores are operating their online and physical stores as separate entitites, and that's not good for business or the customer. Giving IT more freedom (and, most likely, money) will go a long way toward improving retail-brand loyalty across both forms of store, I'd strongly think. Especially if IT works closely with the folks behind the store's branding to ensure all customer-facing elements further propel the store's image, no matter whether the logo hangs above a glass window, on a computer display, or a smartphone screen.
At the end its all about allowing the customer to choose between either of the two ways of doing business with the organization. IT can shape a business because customers choose you based upon how easy and convenient transaction is online or otherwise.
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