Innovation in today's e-commerce landscape through multichannel e-commerce has been a catalyst for the evolution of online retail, leading retailers to jump ahead of other vertical markets. Despite this, there are key differences between the retailers who really provide a successful and integrated multichannel experience and the ones who don't. This article looks at the characteristics of retailers who are succeeding through an integrated multichannel approach. These retailers have three main characteristics that differentiate them from their peers: They know who their customers are, they integrate all channels and all technologies into one consistent user experience and they know how to measure their own success.

I am a long time customer and admirer of Econsultancy. It's a hub of essential resources and an active community for digital marketing professionals. So I am delighted to have been invited to become an Econsultancy guest blogger.

Michael Allen joins neoworks from RetailJ, where he has worked for over 4 years. Mike brings a great deal of experience in retail software in general and EPOS integration in particular. He also brings his cheery disposition and considerable bbq skills to the neoworks team!