Case Study: Single-Instance Database Enables Cross-Channel Retailing

By Matt Pillar, Integrated Solutions For Retailers magazine

Art Howard believes in the power of community as a platform for retail success. Five years ago, Howard launched Destination Baby, a brick-and-mortar store in Woodbridge, NJ, that offers baby and maternity products. The decision to sell baby products was a strategic one for Howard, based on research into this growing market segment and his own business savvy. The way he sees it, the birth of a child is a rallying point among friends and family of the expectant, an event that spurs gleeful and liberal spending like no other. An e-commerce site soon followed, which is where this story of cross-channel disintegration begins.