2019 Special Report – Real-time Retail

56% of Consumers are Likely to Choose a Retailer who Offers a Shared Cart Across Channels

According to BRP’s SPECIAL REPORT: Real-Time Retail, customers want access to a single cart to shop across channels and be able to reach their cart via phone, computer, or even in the store – they want to “start anywhere and finish anywhere.” In BRP’s Consumer Study, 56% indicated that they were likely to shop at a retailer that allowed them to have a shared cart across channels instead of a retailer that does not offer this service.

The importance of real-time visibility and access to product and customer information across channels has grown significantly over the past few years as consumers’ expectations continue to rise. Today’s retail model has to venture beyond omni-channel by breaking down the walls between internal channel silos and leveraging a common commerce platform with a single order management system to deliver a holistic, real-time, personal, seamless experience.

“Consumers expect a seamless experience in the store, on the Web and via their mobile device – which makes ‘real-time retail’ the new industry imperative,” said Ken Morris, principal, BRP. “In our experience, many retailers can check inventory in real-time but the inventory data they are actually accessing is from yesterday as the data is not really updated in real-time – it is faux real-time retail. As retailers move to unified commerce, full access to enterprise-wide data in real-time will become more common as it is a necessity to survive.”

The SPECIAL REPORT: Real-Time Retail highlights:


  • Customer expectations: 56% are likely to shop at a retailer that offers a shared cart across channels
  • Retailer capabilities: 7% offer the ability for customers to have a shared cart across channels


  • Customer expectations: 87% want a personalized and consistent experience across all shopping channels
  • Retailer capabilities: 53% indicate that personalization of the customer experience is a top priority