Ways to Evaluate Your Cross-Channel Customer Base

Dear Dr. pROfIt: My CEO thinks we're failing with our multichannel initiatives. We recently ran a report that showed that 15 percent of last year’s e-commerce buyers shopped in our stores this year, but only 5 percent of last year’s store customers have shopped with us online this year. Our CEO wants to “ramp up” store to e-commerce conversion. Are we truly failing?