According to the 2017 POS/Customer Engagement Benchmarking Survey, retailers understand that the always-connected consumer expects a personalized, seamless experience wherever, whenever and however she shops and they are focused on delivering a unified customer experience.
“Unified commerce goes beyond omni-channel, putting the customer experience first, breaking down the walls between internal channel silos and leveraging a common commerce platform,” said Brian Brunk, principal at BRP. “Retailers are moving in this direction with 71% planning to have a unified commerce platform within three years.”
Critical to unified commerce are the four key pillars that define the required customer experience: personal, mobile, seamless and secure. Personalization of the customer experience is key and offering more mobile options and real-time retail are necessary to make the experience seamless across channels. To ensure the trust and loyalty of the customer, data security is also critical.
BRP’s 2017 POS/Customer Engagement Survey of top North American retailers offers insights into retailers’ current priorities and initiatives as the digital and physical worlds converge to facilitate a seamless experience across channels.
The key customer experience trends driving today’s initiatives are:
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A special thanks goes out to the 2017 POS/Customer Engagement Survey sponsors: platinum sponsor is Manhattan Associates and the gold sponsors are Aptos, Diebold Nixdorf, EarthLink, Experian Data Quality, Fujitsu, PCMS, Salesforce Commerce Cloud and Tata Consultancy Services.
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