Amid Disruptive Technology, Retailers Transform Operations

Convenience Store Decisions – As technology continues to bring disruptions and customer expectations change, retailers are evolving to keep pace with the times.

Disruption and adaptation are changing the customer engagement model and blurring the lines among retailers, brands and wholesalers. Online pure-plays are opening brick-and-mortar stores and traditional retailers are experimenting with new store models: stores as showrooms, theatre, distribution centers or pop-ups. To enable the new customer experience and support its rapid evolution requires a different technology approach.

According to the Boston Retail Partners (BRP) 2018 POS/Customer Engagement Benchmarking Survey, retailers recognize the urgency to transform their operations and 81% plan to have unified commerce within three years.

“Retail and customer engagement models must transform,” said Brian Brunk, principal at BRP. “However, the legacy retail applications and infrastructure still in place at many retail organizations are not properly equipped to support changing retail models and continuously evolving customer expectations. To meet the demands of their customer, the retail winners in 2018 and beyond need to accelerate the transformation to cloud-based unified commerce. Victory belongs to the agile.”

“As customer expectations have been reshaped by the digital retail experience, successful retailers have shifted their focus in the physical store environment,” added Perry Kramer, senior vice president and practice lead at BRP. “Customers appreciate personalized offers and recommendations when shopping online or via mobile, and now they expect the same personalization, or better, when they shop in a store. Understanding the importance of personalization, 62% of retailers indicate customer identification is their top customer engagement priority as they transform the in-store customer experience.”

To download the complete 2018 POS/Customer Engagement Benchmarking Survey, visit: https://brpconsulting.com/download/2018-pos-survey/.

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