87% of Consumers Indicate an Interest in a Personalized and Consistent Experience Across Channels, According to New BRP Report

59% of Retailers are Focused on Creating a Consistent Brand Experience Across Channels

Boston, MA – September 6, 2019 – The traditional retail model continues to experience significant disruption as new technologies put additional information and enhanced functionality into the hands of consumers. This increases customer expectations as there are now more shopping options than ever before with more competitive pricing, greater merchandise assortments and faster delivery options to get the desired product where and when  the customer needs it. This makes the customer journey more complicated and adds further challenges to retailers’ bottom lines.

“The growth of digital – both online and mobile – continues to drive demand for increased digital capabilities bundled with personalization in the store,” said Perry Kramer, senior vice president and practice lead at BRP.“ This transformation requires a true unified commerce approach, delivering the convergence of the digital and physical shopping environments, working seamlessly in real-time, to create a holistic customer shopping experience wherever and whenever the customer wants to shop.”

Consumers now start and stop their shopping journey in different channels and frequently shop for the same product across different retailers, via mobile, online or in-store. The customer expects a frictionless shopping experience across an entire brand and doesn’t want disruptions as they cross individual channels or locations.

While 59% of retailers are focused on creating a consistent brand experience across channels, there is a focus on the convergence of physical and digital shopping environments to create a consistent brand experience across channels.

According to BRP’s SPECIAL REPORT: The Changing Customer Experience, retailers indicate the following are top unified commerce priorities to enhance the customer experience:

  • Create a consistent brand experience across channels (59%)
  • Improve the online experience (52%)
  • Improve personalization (45%)
  • Improve the mobile shopping experience (41%)

To download the complete SPECIAL REPORT: The Changing Customer Experience visit:


The special report’s platinum sponsors are enVista and Kibo and the gold sponsors are AptosECRS, FujitsuLS Retail and PCMS.

About BRP

BRP is an innovative retail management consulting firm dedicated to providing superior service and enduring value to our clients. BRP combines its consultants’ deep retail business knowledge and cross-functional capabilities to deliver superior design and implementation of strategy, technology, and process solutions. The firm’s unique combination of industry focus, knowledge-based approach, and rapid, end-to-end solution deployment helps clients to achieve their business potential. BRP’s consulting services include:

Strategy | Business Intelligence | Business Process Optimization | Point of Sale (POS)

Mobile POS | Payment Security | E-Commerce | Store Systems and Operations | CRM

Unified Commerce | Customer Experience | Order Management | Networks

Merchandise Management | Supply Chain | Private Equity

For more information on BRP, visit http://www.brpconsulting.com.

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