Study: Retailers seek seamless store capabilities

Chain Store Age – Retailers’ top priorities for POS and customer engagement reinforce the concept of the store as the foundation of an omnichannel enterprise.

According to the Boston Retail Partners (BRP) 2016 POS/Customer Engagement Survey, a leading 85% of respondents said having a unified commerce platform that seamlessly operates across all commerce channels is a top priority. Another 68% cited customer experience and engagement as a top priority.

“Saddled with legacy systems that are not designed to accommodate today’s retail environment, retailers have scrambled to cobble things together in attempts to deliver the omnichannel capabilities customers expect,” said Ken Morris, principal, Boston Retail Partners. “Retailers need to invest in infrastructure, networks and service oriented architecture (SOA) layer and do it right. The risk of losing customers due to disappointing shopping experiences caused by a flawed omnichannel architecture is deadly and that is why “real” unified commerce is retailers’ top priority for 2016.”

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