The growing popularity of the Internet for shopping has launched the latest round of multiple retail channel integration as traditional stores, cataloguers, online stores and others all seek to provide customers with the choice of when and how to do business with them. Multi-channel retailing presents both significant opportunities and challenges. Success depends on how well a retailer addresses these opportunities by creating a seamless, fully integrated, multi-channel operation focused on providing high-quality, cost-effective service to consumers. Multi-channel integration is a complex strategy to undertake. This note discusses the major issues that retailers have to address.
