Analysis: Stop forcing your customers to switch channels

a girl holding a mobile phone
Covid-19 has amplified cross-channel switching, research shows. Image: Bigstock
As the world continues to grapple with Covid-19, and many consumers remain under various levels of restrictions, picture this scenario. A consumer heads into a bricks-and-mortar store to pick up toys or activities to entertain their kids at home, only to find that the store is out of stock. They search on their phone to find other possible stores, but then notice that Amazon is having a sale with discounted express delivery. So rather than look around other stores, they order online. This is kno

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