Let's face it, multichannel is here, and the majority of customers use several channels before they buy (around 86% apparently, according to a recent study by Leo Burnett).

So, whatever you do as a retailer, if you're not in the multichannel game, then you're not planning to be in retail for the long run, as your customers already are.

One of the things that it is important to realise is that the multichannel concept is not a clever invention driven by retailers, but rather a reflection of the changes that are happening all around us, driven by consumer behaviour.

Get the full story at Econsultancy