The Next Best Thing to a Seamless Shopping Experience…

…is a quick response to your experience. The Internet is a wonderful tool for communicating with customers, if you use it. My comments on July 31st about a Dillard’s shopping experience received a quick reaction from one of their employees. It seems that they are working to improve their brand.

Monitoring and responding to blogs is a part of brand management. Using the information to improve your organization is good business sense. I am routinely asked in interviews “who does multichannel right?” My answer has always been, “Nobody, yet.” I am looking forward to the day when I have a list of companies who have set aside departmental differences and successfully implemented logistical systems to provide a seamless shopping experience.

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