Multi-channel solutions are entering the Chinese market, but achieving mature business models will take some work, explains Quasi Sarraf, IVIS Group's CEO, in this interviews, published on FOCUS the official magazine of the China Britain Business Council.
Retail today is best described as "continuous dialogue" that begins long before purchase and ends well after delivery. Today's successful retailers are there when shoppers are doing web research, and still there when consumer are sharing their experience on social networks. This is multi-channel experience.
In a few years China will have more internet users than the entire EU population, and even given its thriving eCommerce industry, multi-channel marketing in China is facing important challenges.