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The tools for integrating content into multichannel simply aren't there today as far as I can tell. Has to cross CMS, catalog / inventory, social, and mobile. Argues for an API / content & data bus approach. "Clearly the new frontier for retailers is to figure out how to integrate data and content dynamically into the site experience, and move past the realm of thinking of search, navigation and merchandising as just leveraging product data from their e-commerce platforms. This comes with recognizing that in the world of online retailing, the content that customers value has evolved rapidly in the past few years. Though important, online content is no longer just about product catalog data such as features, pricing and special offers. Compared to even a year ago, consumers now demand much richer types of interactive and social content - user reviews, articles, buying guides and video content. Shoppers want all of this data at their fingertips to determine that they've found the best product."

"Stores are becoming a billboard for the brand, showroom for products, high service location and collection/drop-off points for online orders 21% of internet transactions involve research in-store 'Sales per square foot' metric no longer reflects true contribution of stores" The physical retail has knock on effects with online presence and vice versa.

Findings here are key to the evolution of shopping -- the actual recognition that sales are not the only metric for physical locations.