• by Sarah Mahoney  @mahoney_sarah, August 29, 2011

While Best Buy, Sears and Target came up tops in a recent survey on successful cross-channel selling, retailers are surprisingly behind the curve in what works and what doesn't, according to a new survey.

The study looked at the capabilities of some of the largest cross-channel retailers (excluding Walmart), and found that just 12%, for example, had the capability to access a customer's pending web order in store.

"And two years ago, when we did this study, only a small percentage of retailers allowed customers to purchase an item online and return it instore," Mark Fodor, CEO of CrossView, which provides cross-channel solutions, which conducted the survey, tells Marketing Daily, "and while it was 100% of companies this time, it illustrates how slow retailers can be in moving to deal with crosschannel capabilities."