Multichannel Commerce: Creating Loyalty in the New Era of Syndicated Commerce

In this new paradigm, retailers are using their e-commerce website as a virtual hub for commerce across all channels — e.g., via smartphones and wireless devices such as the iPad; on social networking sites such as Facebook, YouTube and Twitter; through transactional emails; customer service encounters; in-store; etc. This evolution changes the relationship retailers have with consumers. It doesn't matter what "door" a customer walks through. Retailers must identify individual shoppers as a prospect or a returning customer, then offer the right promotions and products that provide a compelling experience that's true to their brand. This new one-to-one relationship between retailer and customer is tricky, but it provides new levels of customer engagement, deeper customer loyalty, and will ultimately drive sales and profit.