Successful multichannel retailing these days means more than just selling to consumers through the web, physical stores, contact centers and mobile devices, says Jimmy Mansker, senior vice president, merchandise planning, allocation, replenishment and Internet at retail chain Bon-Ton Stores Inc.

With consumers shopping anywhere and anytime they want, retailers must provide a consistent brand and shopping experience across each of its channels, Mansker will tell attendees at the Internet Retailer Conference & Exhibition 2012 in a session entitled “Marketing and merchandising your brand in a cross-channel world” on June 6 from 3 p.m. to 3:30 p.m.

“The customer sees you as one company,” he says. “If they buy online, in-store, from a kiosk or from your call center, they should get a consistent message and service level.”

Mansker notes that retailers have more tools than ever to attract and interact with consumers through multiple channels. Cross-channel shopping, however, can lead to a confusing experience for consumers if a retailer fails to provide consistent service, Mansker says. “The online tools can all be used simultaneously with the in-store experience, so that to the customer it comes across as one message and one shopping experience,” he says.

Internet Retailer’s editors asked Mansker to speak at the conference because of his extensive background in e-commerce and retail store operations. At Bon-Ton, Mansker is responsible for seven e-commerce sites and manages a team of merchandise and promotion managers. Previously, he was responsible for merchandise and promotion management at RadioShack Corp. and its e-commerce site, RadioShack.com. RadioShack is No. 254 in the Internet Retailer Top 500 Guide; Bon-Ton is No. 520 in the Internet Retailer Second 500 Guide.