Study: 56% of consumers more likely to choose a retailer who offers shared cart across channels

Refrigerated & Frozen Foods – Real-time retail is the ability to deliver a seamless and personalized experience to the customer whenever, wherever and however he/she chooses to shop. 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, according to the report published by BRP, retail consulting firm.

The study, “SPECIAL REPORT: Real-Time Retail,” reveals that 56% of consumers surveyed 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, yet only 7% of retailers offer this shared cart concept.

“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,” says Ken Morris, principal. “In our experience, many retailers can check inventory in real-time, but the data they are accessing is actually from yesterday, as the data is not really updated in real-time; it is faux real-time retail based on the store and forward architecture of legacy point-of-sale and e-commerce systems. 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.”

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