Multichannel retailers have to flawlessly execute a full range of services to engage, transact, and fulfill orders placed via Internet. Thus, they either have to build a complete set of these services in-house, or outsource some (or all) of them.
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marketing return on investment (ROI). There are other indications that multichannel customers spend up to 50 percent or more during the holiday season than their traditional single-channel counterparts. These multichannel customers are also typically well-informed, and often more profitable buyers for a retailer, since they are driven by deliberate choice, convenience, and selection. Furthermore, more and more former mainstream, single-channel (primarily in-store or mail catalog) shoppers are going