Podcast

Ariel Luedi, CEO of hybris software, talks in this exclusive podcast to ETM’s Ali Klaver about the hybris Multichannel Suite and in particular the steps you need to take in order to achieve the ultimate result—Cross-channel Nirvana.

Businesses are almost panicking to accommodate the new behaviour of their customers—especially retailers—but it’s also happening to manufacturers. The scenario is B2B and B2C. The thing is that this multi-channel/cross-channel situation was not a strategy defined by retail, but by the companies who were building new products for their customers.

All of a sudden customers started to behave differently. Very simple buying behaviour processes in a normal linear way—you see something in the store, you make a selection, and you buy it in the store—all this was gone. People all of a sudden informed themselves through other competitors websites, or they compared the print catalogue and what was in the stores. This is why consistency of how you talk to your customers and what you tell them is vital, otherwise they get confused and they don’t buy.