Multichannel Integration - Is The 21st Century Retailer Fully Integrated?

The concept of the fully integrated multichannel retail organization is not new and is designed to eliminate the data and technology silo effect by providing a seamless communication of information across all sales channels. So why should a retailer choose to become a fully integrated multichannel retailer? While many of the reasons for moving to full integration of all sales channels revolve around operational efficiencies, the strategic ability to compete on the basis of scale is the endgame for multichannel retailers. Submitted by RPE