Lindsay Carpen Says for Retailers to Achieve Cross-Channel Success, They Need to Know the Channel's Not Important

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In His Latest Blog Post on What'sNextRetail.Com, Popular Retail Thought Leader Carpen Tells Retailers to Shift Their Focus Away From the Channel and Onto the Customer

Lindsay Carpen

To tear down these walls, we want retailers to shift their focus away from the channel.

In his latest blog post on retail thought leadership site WhatsNextRetail.com, Retail Practice Leader at Junction Solutions and industry thought leader Lindsay Carpen says the biggest challenge facing retailers looking to achieve cross-channel success is the disparity between the technology capabilities to accomplish cross-channel retail functions and the organization’s internal ability to collectively support those functions.

Carpen points out, for example, a retailer will have an e-commerce division, a direct marketing division, and a brick-and-mortar stores division, but no communication between any of those business units. They’re actually often times competing for attention and resources. So the biggest barrier to adopting an effective cross-channel strategy is usually internal silos.

"To tear down these walls, we want retailers to shift their focus away from the channel. We tell them that the channel’s not important," he said. "What is important is looking at the business through the customer’s eyes. You want to understand, from a customer’s perspective, what the experience is that they’re having. You want to make sure that experience aligns with the brand promise the organization has to fulfill. Once this becomes the focus, cross-channel integration issues can be removed more easily."

Lindsay Carpen is Director, Junction Solutions Retail Practice, and a contributor to WhatsNextRetail.com, a thought leadership site led by members of the Retail Industry Partner Community, a network of MicrosoftDynamics partners.

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