BRP: Retailers’ digital capabilities still miss the mark

Chain Store Age – The “digital divide” between retailers and consumers continues to grow, making it harder for retailers to satisfy customers’ expectations. Consumers said that digital influences up to 75% of pre-store visits and is leveraged in 46% of their in-store shopping experiences. Yet, less than half of retailers deliver on the most important digital capabilities that customers desire, according to “The Retail’s Digital Crossroads: The Race to Meet Shopper Expectations.”

Retailers can no longer rely on legacy systems that are not designed to accommodate today’s retail environment. Many retailers that have cobbled systems and processes together in an attempt to deliver a seamless customer experience across channels. Instead, retailers need to adopt a new approach to unified commerce, one that requires a robust order management solution (OMS). Viewed as the brains of the operation, all transaction and customer data coming in and going out of the system is used to run the business, according to another BRP study called, “OMS — The Brains of the Operation.”

“Customer expectations are exceeding retail capabilities – creating a ‘great digital divide.’ Retailers realize that unified commerce is a retail imperative, but executing the strategy is challenging,” said David Russo, VP at BRP. “The answer may be utilizing an OMS as a unified commerce platform.”

Read Full Article: BRP: Retailers’ digital capabilities still miss the mark

0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *