SOLUTIONS FOR MULTI-CHANNEL RETAILERS

One retail executive recently made an important distinction: "there's multiple-channel retailing, and there's multi-channel retailing". Retailers who get the difference are the ones who view the online channel as complementary to their offline channels and vice-versa – and whose operations reflect this philosophy, or are at least starting to.

According to Shop.org, many retailers don't share this philosophy and fail to integrate their eCommerce and physical operations – leading to inefficiencies and customer confusion. Retailers need to stop thinking about eCommerce as a separate world, according to Shop.org's Scott Silverman, and "start thinking about it as part of the overall retail industry because they are serving the same customers".

Mercado's multi-channel retailing customers are front-runners in the adoption of practices that facilitate the multi-channel experience. They realize – and have embraced the fact – that an offline sale might have been the result of online research. They know that their online brand experience must be consistent with the brand experience in other channels. And, they're realizing that conversions are not the end-all and be-all – that their site is a critical vehicle for cross-channel merchandising.

In fact, many retailers are beginning to see cross-channel sales as key to their business strategy. Industry experts concur that as the mainstream shopping population comes online, they will incorporate multiple channels into their purchase process – and will tend to spend more money as they do so. Some retail segments, such as consumer electronics, report that shoppers much prefer to research and compare products online before purchasing at a brick-and-mortar store.

Your online channel represents great direct-sales revenue potential, as well being your most important marketing medium. Is your online store delivering a consistent brand experience, as well as moving shoppers closer to their goal with every step they take?

Mercado Ignition gives multi-channel retailers the opportunity to immediately engage online shoppers. Mercado Ignition is an eCommerce suite, enabling well-established retail brands like Macy's, Sears, REI, and Williams-Sonoma to report higher conversion rates, average order value (AOV) and shopper satisfaction as a result of Mercado's industry-leading solutions.