Getting Synchronized for the Holidays: Why Multi-Channel Retailers Need to Elevate Their Game for Savvy Consumers

There was a time when consumers all but expected the online shopping experience to differ from the traditional, bricks-and-mortar options. E-commerce was in its infancy, companies did what they could to adapt to the shift, and buyers accepted mistakes and inconsistencies (like the time a local retailer not only neglected to ship an online holiday order to my in-laws, but then called exactly one year later to confirm the purchase for the upcoming holiday) as part of the convenience of ordering goods and services from their comfort of their homes.

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