“Consumer electronics brands need to be selling where their consumers are buying, and with so many options, a multi-channel strategy is inevitable,” says Vladi Shlesman, managing director, EMEA at Rithum. “However this can bring complexity and challenges with consistency, both in terms of product information and brand experience. It’s also more important than ever for brands to think carefully about their channel strategy to ensure that they focus on channels that are profitable. Brands embracing direct-to-consumer channels is not a new phenomenon, but the expertise to achieve a seamless experience is often underestimated.”

Read the full story in Internet Retailing here.