Creating a Compelling Cross-Channel Experience Will Require a Complete Re-Wiring of the Retail Industry

COLUMBUS, OH, Jan 07 (MARKET WIRE) --
Sterling Commerce, an AT&T Inc (NYSE: T) company, today announced the
findings from the inaugural meeting of the Cross-Channel Consortium
Think Tank, held at the Shop.org Annual Summit this fall. The Think Tank
focused on how retailers can create a compelling cross-channel customer
experience -- one where multiple selling, sourcing, distribution, and
fulfillment channels work together to create a seamless and valuable
shopping experience.

"We expect 2009 to be the year of cross-channel retailing," said Jim
Bengier, global retail executive from Sterling Commerce. "Though the
concept is far more complex than simply operating multiple channels,
consumer expectations are there and retailers must respond if they want
to maintain their current customer base and capture new sales. This
consortium is providing a platform to help retailers embrace the
revolution."

The consortium, led by Jim Bengier and Kasey Lobaugh, a principal at
Deloitte Consulting LLP and Deloitte's US Multi-Channel Retail Leader,
consisted of representatives from leading retailers such as Borders Group,
Best Buy, and Victoria's Secret; industry analysts; and other retail
thought leaders. The full findings will be available in a white paper
distributed at the National Retail Federation (NRF) Convention and Expo,
to be held January 12-14 in New York at the Sterling Commerce booth,
#2219. It also can be found at
http://www.sterlingcommerce.com/PDF/Rewiring%20Retail.pdf

For consortium members, cross-channel is a revolutionary change in how
retailers think about retail and their customers. In order to really grasp
the changes that cross-channel retailing is bringing to the fore, a
complete "re-wiring" of retail must happen. The changes that need to be
made cross eCommerce, merchandising, marketing, store operations, supply
chain, and IT departments and require a shift from "channel first"
thinking (i.e., what works for stores and then adapt it for eCommerce) to
"customer first" thinking (i.e., how do our customers want to engage with
us and which channels will we need to pull in to make that happen). This
transformation will never end because consumer expectations are always
changing.

The retailers that can successfully navigate this transformation will gain
increased customer loyalty and revenue per customer, but only by excelling
at process innovation, not just product or brand innovation. The findings
outline the top lessons learned and how retailers can respond.
These
include:

-- There's a difference between commodity products and commodity access
to products. Retailers may not be able to prevent their product selection
from becoming commoditized, but they do have the power to control the
experience around acquiring those products.

-- The biggest way that a retailer can demonstrate true cross-channel
transparency to a customer is through fulfillment processes -- the various
ways that a retailer could potentially fulfill an order for a customer.

-- Integration is the barrier. Cross-channel processes cannot be simply
tacked on to existing functions, and the IT department will play a critical
role in providing the integration needed to deliver the seamless cross-
channel customer experience while still improving operational efficiency.

"Cross-channel, to me, is one of the most important trends to impact
retail so far this century," said Nikki Baird, managing partner at Retail
Systems Research and Consortium participant. "It is forcing retailers,
who have historically been technology laggards, to embrace technology to
help them adapt to the shifts in consumer behavior with new
customer-facing strategies."

In addition to publishing the findings, the consortium plans to distribute
a quarterly email brief with additional details on the findings. The next
Think Tank meeting is planned for September 2009.

About Sterling Commerce

Sterling Commerce, an AT&T Inc (NYSE: T) company, helps customers thrive
in a global economy by connecting their business communities, processes,
people and technology. More than 30,000 customers worldwide use Sterling
Commerce solutions for business process integration, multi-channel
selling, and supply chain fulfillment, and payments management to
optimize business performance inside and outside their enterprise.
Headquartered in Columbus, Ohio, Sterling Commerce has offices in 24
countries around the world. More information can be found at
www.sterlingcommerce.com.

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