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The Great Retail Digital Divide

The traditional retail model is being disrupted as consumer expectations and shopping behavior rapidly evolve. A customer journey that remains in only one channel, whether online, mobile or in-store, is no longer the norm. Customers expect to move in and out of multiple channels, including in-store, online, mobile, and social media, and they expect a seamless and frictionless transition from one channel to another. This creates a new requirement for retailers to host a single shared shopping cart that moves with the customer.

Customer expectations are only going to continue to rise, fueled by the upsurge in mobile shopping over the past few years. This is driving demand for increased digital capabilities bundled with personalization in the store. Unfortunately, we are seeing that retailers are not always keeping up with customer expectations. This gap between consumer demand for digital capabilities within the store and most retailers’ current ability to support this is what we call the ‘great digital divide.’ Consumers say that digital influences up to 75% of pre-store visits and is leveraged in 46% of their in-store shopping experiences; however, less than half of retailers deliver on the most important digital capabilities that customers desire.[1]

To support this desired experience and increased capabilities, retailers need a robust order management solution that can serve as the anchor for the single shared shopping cart and operate as the brains of a unified commerce platform.

The success of a unified commerce solution requires a common commerce platform leveraged across all customer touchpoints. The centralized order management system is key, as this is the brains of the unified commerce platform.  It provides the needed customer order visibility, order orchestration and routing optimization across channels, allowing retailers to engage their customers however they choose, and meet and exceed customer expectations.

While there are many challenges to implementing an effective unified commerce solution, the cost of doing nothing is steadily increasing and may mean the difference between success and bankruptcy. Unfortunately, the ‘great digital divide’ is likely to only increase as customer expectations grow.  Customers expect a single cart that crosses all touchpoints and using your OMS as the brains of the operation may be the most effective approach to meet these needs.

If you haven’t already moved to a unified commence platform, now is the time to act. We suggest you start by looking at a unified order management system. For more information on how to bridge the ‘great digital divide’ with an order management system, we recommend reading the BRP Special Report: OMS – The Brains of the Operation.

I appreciate your thoughts on this topic.  Please share your opinions and comments below.

Brian

[1]The Retail’s Digital Crossroads: The Race to Meet Shopper Expectationsreport conducted by Incisiv and sponsored by BRP and Wind, stream, 07/24/18, https://brpconsulting.com/download/2018-retail-research-report/

BRP: Retailers’ digital capabilities still miss the mark

Chain Store Age – The “digital divide” between retailers and consumers continues to grow, making it harder for retailers to satisfy customers’ expectations. Consumers said that digital influences up to 75% of pre-store visits and is leveraged in 46% of their in-store shopping experiences. Yet, less than half of retailers deliver on the most important digital capabilities that customers desire, according to “The Retail’s Digital Crossroads: The Race to Meet Shopper Expectations.”

Retailers can no longer rely on legacy systems that are not designed to accommodate today’s retail environment. Many retailers that have cobbled systems and processes together in an attempt to deliver a seamless customer experience across channels. Instead, retailers need to adopt a new approach to unified commerce, one that requires a robust order management solution (OMS). Viewed as the brains of the operation, all transaction and customer data coming in and going out of the system is used to run the business, according to another BRP study called, “OMS — The Brains of the Operation.”

“Customer expectations are exceeding retail capabilities – creating a ‘great digital divide.’ Retailers realize that unified commerce is a retail imperative, but executing the strategy is challenging,” said David Russo, VP at BRP. “The answer may be utilizing an OMS as a unified commerce platform.”

Read Full Article: BRP: Retailers’ digital capabilities still miss the mark

Customers Demand Digital Capabilities of Retailers

Convenience Store Decisions – BRP finds less than half of retailers are providing the digital capabilities customers desire. According to a new report from Boston Retail Partners (BRP), retailers are not keeping up with customers’ digital demand. This gap between consumer demand for digital capabilities within the store and most retailers’ current ability to support this is the ‘great digital divide’ that is plaguing the retail industry.

Many retailers have cobbled systems and processes together as a ‘just get something done’ approach in an attempt to deliver a seamless customer experience across channels. The unfortunate result of this quick fix approach is a ‘faux’ omni-channel model that doesn’t execute as promised and risks disappointing customers.

“While retailers understand the importance of moving to a unified commerce model, executing the strategy is challenging,” said David Russo, vice president, BRP. “It can be a daunting project when considering the scope of a commerce platform that enables and supports every customer touch point—in real-time. The answer may be utilizing an order management system as the platform for unified commerce.”

To download OMS – The Brains of the Operation, visit: https://brpconsulting.com/download/2018-oms-special-report

Read Full Article: Customers Demand Digital Capabilities of Retailers

New Report from BRP Retail Consulting Firm Offers OMS Solution to Solve the Great Digital Divide

Consumers state that digital influences up to 75% of pre-store visits but less than half of retailers deliver these capabilities

Boston, MA – August 29, 2018– According to a new report from BRP, retailers are not keeping up with customer expectations.  This gap between consumer demand for digital capabilities within the store and most retailers’ current ability to support this is the ‘great digital divide’ that is plaguing the retail industry. BRP published the special report OMS – The Brains of the Operation, based on the 2018 POS/Customer Engagement Benchmarking Survey, to address retailers’ need to find a solution to meet rising digital expectations.

Consumers say that digital influences up to 75% of pre-store visits and is leveraged in 46% of their in-store shopping experiences; however, less than half of retailers deliver on the most important digital capabilities that customers desire.[1]  To meet rising customer expectations, retailers can no longer rely on legacy systems that are not designed to accommodate today’s retail environment. Retailers realize that unified commerce is a retail imperative, but execution on that strategy is challenging. The answer may be utilizing an order management system (OMS) as the platform for unified commerce.

Many retailers have cobbled systems and processes together as a ‘just get something done’ approach in an attempt to deliver a seamless customer experience across channels. The unfortunate result of this quick fix approach is a ‘faux’ omni-channel model that doesn’t execute as promised and risks disappointing customers.

“While retailers understand the importance of moving to a unified commerce model, executing the strategy is challenging,” said David Russo, vice president, BRP.  “It can be a daunting project when considering the scope of a commerce platform that enables and supports every customer touch point – in real-time. The answer may be utilizing an order management system as the platform for unified commerce.”

To fix this problem, retailers need to rethink old paradigms and adopt a new approach to unified commerce. To support this desired experience and increased capabilities, retailers need a robust order management solution that can serve as the anchor for the single shared shopping cart and operate as the brains of a unified commerce platform.

To download OMS – The Brains of the Operation, visit: https://brpconsulting.com/download/2018-oms-special-report

About BRP

BRP is an innovative retail consulting firm dedicated to providing superior service and enduring value to our clients. BRP combines its consultants’ deep retail business knowledge and cross-functional capabilities to deliver superior design and implementation of strategy, technology, and process solutions. The firm’s unique combination of industry focus, knowledge-based approach, and rapid, end-to-end solution deployment helps clients to achieve their business potential. BRP’s consulting services include:

Strategy | Business Intelligence | Business Process Optimization | Point of Sale (POS)
Mobile POS | Payment Security | E-Commerce | Store Systems and Operations | CRM
Unified Commerce | Customer Experience | Order Management | Networks
Merchandise Management | Supply Chain | Private Equity

For more information on BRP, visit http://www.brpconsulting.com.

[1]The Retail’s Digital Crossroads: The Race to Meet Shopper Expectationsreport conducted by Incisiv and sponsored by BRP and Wind, stream, 07/24/18, https://brpconsulting.com/download/2018-retail-research-report/