Sourcing Journal – Consumers are increasingly fickle, so rather than guess where they might spend their money, retailers are choosing to cover all bases by offering the ability to shop whenever, wherever and however.
According to a recent report from Boston Retail Partners (BRP), 56 percent of retailers said their top digital priority is to create a consistent experience across all channels. Moreover, 50 percent will offer people a “start anywhere, finish anywhere” option within five years, following the customer’s journey as she shops across and among channels.
“Today’s unified commerce imperative moves the heart of the transaction to a centralized platform,” stated Jeffrey Neville, vice president at BRP. “This allows retailers to become more innovative and agile with their digital commerce offerings to further enable a personalized customer experience. It is promising to see that retailers are laser-focused on delivering the seamless, cross-channel experience consumers expect.”
BRP surveyed more than 500 North American retailers in June and July (29 percent of which sell apparel, accessories and footwear), asking about their digital commerce plans, priorities and future trends.
Personalization was a top digital priority for less than half of those surveyed (40 percent), while 50 percent said they want to have customer-identifying technology within stores in two years and a further 58 percent are hoping to use geolocation by then.