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by Jeff Moad, MA Editorial Staff Posted on Friday, June 20, 2008 10:07:38 AM   | Abstract: | Study finds channel inflexibility, legacy systems, and a lack of agile tools are impediments to integration. |
Although logic would suggest that companies selling their products through multiple channels would be strongly motivated to integrate processes such as inventory, order management, fulfillment, and marketing, only 30% of such organizations have attained some level of cross-channel integration, according to a recent survey by the Aberdeen Group.
Seventy-four percent of companies surveyed said they lack any type of cross-channel inventory management. Sixty-six percent said they lack cross-channel order fulfillment, warehousing, and shipping. And 69% said they lack the ability to do cross-channel promotions.
The reasons most organizations haven't yet integrated across their different distribution channels are many, the report said. They include lack of channel flexibility, legacy systems that impede multi-channel integration, and lack of agile customer and process management tools.
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