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The challenge of multichannel marketing isn’t connecting with our customers. The Internet allows us to do that with ease. Logistics is the limiting factor that keeps a company from reaching its potential.

Recently I visited Dillard’s department store to purchase a specific pair of pants as a gift. My local store had the style and color, but not the size. The sales associate checked inventory at other stores and found the correct size in another state. I asked her to have the pants shipped to me. She responded that they could see if the item was available but they could not order it. She escorted me to customer service so they could provide the telephone number for the stores with the pants. [Read more →]