Gartner Research

It's Time to Give Stores Credit for Digital Commerce Sales

Published: 23 September 2016

ID: G00313351

Analyst(s): Jennifer Polk

Summary

Stores remain a crucial part of multichannel customer experience. To deliver a seamless experience, digital commerce leaders must integrate physical and digital commerce into a cohesive multichannel strategy that gives stores credit for digital commerce sales.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Customers expect a seamless experience across physical and digital channels, yet digital commerce leaders often track their sales separately from store sales, creating channel conflict
  • Digital commerce success depends on store support for multichannel tactics, but without a store-crediting policy, digital commerce leaders will fail to align store associate behavior to their goals

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