Over the past few years, we have seen a seismic shift in the relationship between sellers and consumers, with the power shifting to the consumer. Customers have always wanted exactly what they want, when they want it, at a great price. With today's technology, however, they have near total control over business.

They can make or break a seller's brand at the click of a mouse. In return, they expect to get the best price, easily find a product or service that meets their EXACT needs, and top-shelf service 24 hours a day. To deliver on these promises, companies must deliver a cross-channel buying experience.

Today's consumers expect a richer and simpler buying experience, one in which a business's sales and interaction channels work in unison to allow the customer to easily traverse multiple channels to complete specific parts of an order. Unfortunately, most sellers do not have in place the systems infrastructure to enable a cross-channel buying experience.

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