As multichannel retailing matures, it’s time to jettison early Web apps and replace them with brand-new e-commerce technology platforms. A report from AMR Research Inc. says that the new platforms enable merchants to offer customers a well-rounded cross-channel shopping experience. To decide what you need, AMR analysts suggest, factor in three important e-commerce criteria: application rationalization, integration, and deployment. “Retailers must consider whether they want to build on top of their existing enterprise applications, integrate best-of-breed applications, or hand all or part of them to an outsourced provider,” notes the report.
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