Editor’s Note: Are Your Customers Getting the Best 
Possible Cross-Channel Experience?

"Usually those are the sources of frustration for customers," Mulpuru said. "Lack of consistency across channels, and the fact that the website didn't forewarn customers that prices could be different or that inventory may be web-only, etc."

How can cross-channel retailers rectify these disconnects? "The best way to make sure customers aren't disappointed is to try to provide more inventory visibility across channels," Mulpuru said, citing J.C. Penney's "Know Before You Go" initiative, which launched on jcp.com in 2007. The feature, aimed at shoppers who research online before visiting stores, offered merchandise availability at local stores and the ability to view weekly sales circulars online.