There are typically 4 sales channels in most retailers, stores, e-commerce, mobile apps and wholesale.
For most retailers these are often run as separate sales silos. And far too often we have seen e-commerce set up as a competitor to stores and even each channel supported by separate technology stacks.
The customer doesn’t see one business and gets inconsistent experiences depending on which channel they are in.
In an omni-channel world, retailers should have one sales platform serving all channels. Which is what we provide at itim.
We also believe that there should not be separate sales silos. All sales however they come, should be allocated to stores based on the postcode of the customer. It means all customers are owned by stores as part of their extended community. Of course, e-commerce may own customers who are outside the regions, but fundamentally customers will continue to engage with stores.
Retailers often talk about a single view of 'customer' across all channels.
Our goal is to provide every customer a single view of the retailer.