Ed's Take: Keeping Customers Happy, Regardless of Channel

It also can refer to integrating inventory, fulfillment systems and pricing. Or cross-channel retail integration can refer to integrating the customer experience across online platforms (e.g., social networking sites, mobile, email, and online advertising platforms such as search and display) and offline platforms (inserts, space ads, solo mailings, DRTV, telemarketing campaigns and DR radio). And going along with this concept, it can refer to integrating data to achieve a central view of the multichannel customer.