Is C-Level Attention Span A Key Problem With Merged Channel?

When we recently suggested that E-Commerce sites should do more to facilitate brick-and-mortar purchases, reader feedback brought an interesting take. Is it true that many C-level executives don't focus on the details enough to support a thoughtful merged channel approach?

If true, is this a key factor in pushing E-Commerce execs to not push proper initiatives to help the overall business? The thinking: "If I'm only going to get credit for purchases made in my channel—regardless of how many sales I deliver to the overall chain—why bother?" This would suggest that the lack of such programs might be much less insulated E-Commerce execs than attention-lacking C-Levels. Something to chew on....

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