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Multi-channel Retailing: The Route to Customer Focus - Putting the Customer First by Moving from Multiple Channels to Multi-channel Retailing
sponsored by IBM
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Posted:
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14 May 2008
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Published:
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01 Jan 2007
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Format:
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PDF
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Length:
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32
Page(s)
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Type:
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White Paper
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Language:
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English
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ABSTRACT:
A successful multi-channel strategy is about the transformation of culture, operations and technology. Retailers must manage these changes, creating an open organisation and establishing a flexible infrastructure able to integrate new technologies, service options and concepts as they emerge. Importantly these changes must be implemented at a pace that fits customer and staff expectations. Rapidly introduced changes tend to fail less often because of technology but more often due to a lack of sponsorship, training and customer buy-in.
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Author
Danny Bagge
Associate Director
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IBM Global Business Services
Danny Bagge is an Associate Director in IBM Global Business Services and has worked in the retail industry for over 15 years, with the majority of this time dedicated to designing and implementing multi-channel solutions for leading UK retailers. Having joined IBM in 2006, Danny leads the UK multi-channel solutions practice and is currently working with UK retailers to develop their multi-channel offers and strategies.<br/>
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