With consumers' growing expectations to shop the way they want, traditional brick-and-mortar retailers have overcome their fear of ecommerce cannibalization of store sales, adopting dotcom storefronts and strategies to help ensure a consistent experience across all channels. With cross-channel sales expected to reach $1.1 trillion, or 38% of total retail sales by 2012, retailers must learn to do more on the store floor in order to capture and keep valuable cross-channel customers by delivering a zero disappointment retail experience.