Why Communication Breakdowns Cramp Omnichannel’s Style

By now, it’s universally evident that omnichannel retailing is relatively flawless up until the customer’s order gets to the store. That’s where many customers are frustrated with the buy online ship to store process.

In this video taken at Shop.org 2015, StellaService Co-Founder and CEO Jordy Leiser talks with Multichannel Merchant Managing Editor Tim Parry about some of the in-store communication breakdowns that keep many retailers from offering the perfect omnichannel experience.

Leiser says in the video that these breakdowns include the retailer not articulating in its messaging when the ordered items are available for pick up, and not making it clear where in a store the customer can pick up the items they purchased.

Also in this video, Leiser gives a sneak peek into some soon-to-be-released research StellaService did on another piece of the omnichannel puzzle, buy online return in store, and the hiccups that retailers are experiencing with that.

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