By Chris Martin, CORESense, Inc.
Retailers today face a complex sales environment with an evergrowing number of increasingly interconnected sales channels to manage. For instance, a consumer may go to the web to research product choices, then call in to the retailer to place an order, and then may go to the retailer's brick-and-mortar store to pick up the merchandise. Concurrently, consumers are exhibiting heightened expectations for a seamless, efficient, and satisfying shopping experience across all channels. In order to remain competitive, retailers must be able to orchestrate successful cross-channel marketing and sales initiatives as well as postsales support. A key barrier to meeting this challenge is content management.