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Aberdeen’s newest research data shows that 70% of retailers are using disparate processes for customer service, order management, fulfillment, merchandising, and marketing across channels which have led to an inconsistent delivery of customer value and shopping experience.
These results are a clear sign that the retail approach towards the cross-channel customers and day-to-day operations is still channel-centric to a large extent and lacks the collaborative approach required for survival in a hyper competitive market conditions.
"This report details how innovators are gaining an edge over their peers through multi-channel technology initiatives by moving towards multi-channel system and process integration."
"Irrespective of revenue size, Best-in-Class companies are focusing on creating a roadmap for multi-channel integration."