HFN – As the retail industry adjusts and embraces the merging of brick-and-mortar and digital experiences, BRP’s annual POS and Customer Engagement Survey said yesterday’s retail model is dead, and retailers must transform their customer engagement models to an omnichannel approach.
Unified commerce is the new retail imperative, according to the survey, which polled more than 500 top North American retailers about their planned initiatives and priorities for 2018. Unified commerce combines in-store point-of-sale (POS), mobile, Web, order management, call center and clienteling (fostering long-term relationships with customers based on their shopping habits and preferences) into one integrated platform.
“Retail and customer engagement models must transform,” said Brian Brunk, principal at BRP, a retail consulting firm. “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.”
Top 2018 priorities for retailers include omnichannel integration, added capabilities to current POS system upgrades, payment security, a single commerce platform, mobile POS, and hardware upgrades, according to the survey.
While legacy retail has focused on POS, customers have come to expect a personalized, seamless, and secure experience in real-time, BRP said.
“Understanding the importance of personalization, 62 percent of retailers indicate customer identification is their top customer engagement priority as they transform the in-store customer experience,” said Perry Kramer, senior vice president and practice lead at BRP.
Read Full Article: Retailers Reveal Top Priorities for Customer Engagement