Omnichannel Retail: Structure for Success

Retailers may say they don't behave this way, but they do. You need only look at how they measure success for any given campaign. Within most retail organizations, CRM teams measure their direct marketing campaigns based on in-store sales, while email teams look only at last-click website sales. This approach is shortsighted. If an email can inspire a customer to visit her nearest store location to make a purchase, than surely that's success. After all, a sale is a sale. While it may be easiest to measure with the data closest to that team (in-store transactions for CRM teams, website for email teams), it's not good enough in today's omnichannel environment. True omnichannel retailers must become channel agnostic and measure return on investment across all channels.