End-to-end integration: Channel integration provides a seamless customer experience across all channels and customer interaction points. A cross-channel approach is the only way to provide customers with the type of service they now expect. Retailers must set up end-to-end business processes through efficient and tied front and back systems. This also provides the retailer with better information in which to target customers with promotions and offers and also gives the customer access to timely information on their purchases and any loyalty programs the retailer provides. Nordstrom in the US has made omni channel integration a key priority, which includes an integrated inventory platform across all channels. It has found that its multichannel customers spend three to four times as much as single-channel shoppers Nordstrom provides the Buy Online - Pick Up In-Store feature, which allows customers to shop from home and pick up purchased items in Nordstrom stores. They have invested heavily in building an integrated and consistent merchandise offering from this they are able to provide increased inventory accessibility for customers across channels and allow smaller stores to benefit by offering all available products to all customers and a share in online revenue.

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