Multi channel shopping is one of the greatest problematic that retailers have to face. Whether they are Internet based business or traditional retailers, they are seeking for more and more synergies between all their channels of commercialization. A new market studies shown out on the emarketer website exposes what customers' expectations really are about multichannel features.
We can see indeed that the majority of US Adult Internet users are willing to have the ability to return merchandise to a store even if it was purchased online or over the phone, or to have the option of having merchandise delivered to their home or picking it up in store after purchasing online. For the first feature, this implies a real supply chain effort, whereas this feature is not as common as people might think.
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