I just returned from the RIS News Cross-Channel Executive Summit in Scottsdale.  This was a tremendous event that brought out some top eCommerce and multi-channel executives in the retail industry.  The use of the term "Cross-Channel" was frequent, as this was an attempt to make a distinction between having a presence in multiple channels (i.e. multi-channel) and having a coordinated strategy across channels (i.e. cross-channel).,  While the distinction is a bit nuanced, the focus of these executives was truly on both technology and processes to align an organization to deliver a seamless shopping experience across channels.

Microsoft was a charter sponsor of this event that featured some top notch speakers.  To give you a flavor of the event, take a look at the list of topics:

  • Multi-Channel Retailing 2.0: The Internet as a Hub
  • Upgrading Your eCommerce Platform
  • Dynamic Merchandising 
  • Demystifying the Conversion Funnel: Acquiring, Engaging and Retaining Customers
  • Customer Engagement via Word-of-Mouth Marketing
  • Focus Group:  Understanding GenNet
  • Key Findings From the 1st Annual RIS News/AMR Research Cross-Channel Technology Trends Study
  • Creating Loyalty Across Channels
  • Retail 2.0 Strategies in Action

A few key thoughts from the event:

  • Retailers have recognized that a siloed approach to eCommerce can be a huge impediment to success.  That being said, many are still struggling with implementing a hub and spoke model that would allow for consistency across channels
  • Many retailers are trying to cope with years of systems infrastructure and legacy business models impeding their support for growing business requirements.  More progressive retailers have implemented new business models to cope with the growing success of eCommerce/multi-channel.
  • Simply providing commerce capability online is passé now for the most advanced multi-channel retailers.  Most now our focused on how their multi-channel capabilities can become a gateway or hub in their ongoing branding and relationship efforts.
  • Several retailers talked about their eCommerce platform upgrade efforts.  Statements were made by many that they chose eCommerce pure-play solutions and were surprised by the high level of customization required to implement.
  • Key differentiators in delivering customer centricity are real time analytics/BI and real time inventory visibility