Customers Demand Digital Capabilities of Retailers

Convenience Store Decisions – BRP finds less than half of retailers are providing the digital capabilities customers desire. According to a new report from Boston Retail Partners (BRP), retailers are not keeping up with customers’ digital demand. This gap between consumer demand for digital capabilities within the store and most retailers’ current ability to support this is the ‘great digital divide’ that is plaguing the retail industry.

Many retailers have cobbled systems and processes together as a ‘just get something done’ approach in an attempt to deliver a seamless customer experience across channels. The unfortunate result of this quick fix approach is a ‘faux’ omni-channel model that doesn’t execute as promised and risks disappointing customers.

“While retailers understand the importance of moving to a unified commerce model, executing the strategy is challenging,” said David Russo, vice president, BRP. “It can be a daunting project when considering the scope of a commerce platform that enables and supports every customer touch point—in real-time. The answer may be utilizing an order management system as the platform for unified commerce.”

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