Consumer Direct: Understanding Cross-Channel Metrics
Measuring the Impact of Consumer Direct: Understanding Cross-Channel Metrics [SR-741]
Newer forms of the consumer direct (CD) channel, such as online shopping and home grocery delivery, have been the testing ground for the innovative business models of the New Economy. In the past year, however, many of these experiments have succumbed to the numerous challenges of operating profitably in the CD channel.
Despite these failures, or perhaps because of them, important lessons about the contributions of these new channels in the retail mix are emerging. Indeed, to be successful in the evolving multichannel environment, businesses must create a more integrated, seamless customer experience and deliver a high level of customer service by means of a variety of new and old media.