Speaking at the Retail World Summit in Sydney, Marshall warned that retailers risk losing market share if they do not synchronise their strategies across different channels – otherwise known as cross-channel retailing.

“The internet has opened up a whole new channel for retailers to reach consumers, however, it’s critical that a retailer’s ecommerce business is not set up as a siloed operation.

“In the US, major retailers made the mistake of establishing their online business as a separate operation to their bricks and mortar stores, with different strategies, management and P&L statements. This gave rise to numerous customer service problems,” he said.

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