E-commerce: Use Your Web Site to Improve the Customer Experience Across Channels

¥ Mirror offers from the store or catalog on the Web. Shimojima noted price and offer parity will allow all channels to work as a unified brand and avoid the likelihood of channel conflict.

¥ Have a complete and robust product description online. “Sixty percent to 70 percent of consumers are doing research online and taking their time,” said Shimojima. Customers who come into a store or call your contact center want a sales interaction, but they also want to be informed before they take that step, he noted. As a bonus, he pointed out that this tactic also should result in fewer information-related calls to your contact center.