Gartner Research

Why Crediting Stores for Online Sales Is Key to Retail Multichannel Success

Published: 24 June 2016

ID: G00302445

Analyst(s): Tom Enright

Summary

Retailers that fail to implement a comprehensive process to credit stores for all online sales put at risk the delivery of their multichannel strategy. This research shows supply chain leaders how a sales-crediting policy enables consumers to experience their expected shopping journeys.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • In an effort to monitor the financial performance of individual shopping channels, many multichannel retailers have created sales reporting procedures that are counterproductive to delivering best-in-class consumer shopping experiences
  • Strategies that multichannel retailers have developed to grow their online business can be undermined by a failure to credit stores for their role in order fulfilment, causing conflicts of interest between store associate motivations and behaviors and enterprise strategic goals
  • Many of the processes that multichannel retailers have in place for store sales crediting do not include all types of online orders, and will have limited effectiveness and fail to provide the shopping experiences consumers expect

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