Customer Engagement, Enabled by a Unified Commerce Platform, is the New POS, Reveals the 15th Annual POS/Customer Engagement Survey from Boston Retail Partners

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Retail executive survey reveals that more than two-thirds of retailers have already implemented, or are making plans to implement a common platform for store, mobile, and web commerce as part of enabling a holistic shopping experience.

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Customer engagement is no longer just about the point of sale at the store…

Customers engage with brands, not individual channels, and top retailers are now shifting their focus to a holistic shopping experience across all customer touch points.

Customer engagement is no longer just about the point of sale at the store – it is retailers addressing the different ways to engage the customer and focusing on merging digital and in-store experiences into a seamless and consistent customer experience.

“The customer experience is the driver, with customer-facing technology allowing the customer to tailor her own shopping experience,” said Ken Morris, Principal of Boston Retail Partners. “Real-time retail is the key to delivering a personalized and meaningful experience for today’s customer.”

Retailers continue to adapt to satisfy and delight today’s customer, who expects to shop anywhere, anytime and in any manner. Digital catalogs are one example of how retailers are engaging their customers, with 40% of retailers already offering this option to their customers. This allows customers to utilize their mobile phone or tablet to browse the retailer’s entire inventory, share their ideas and product information with friends through social media, and then be directed to where and how they can purchase.

“The retail technology landscape is being forever changed,” said Brian Brunk, Principal of Boston Retail Partners. “The next generation of technology, Unified Commerce, is combining POS, mobile, web, and clienteling into one common customer engagement platform.”

Boston Retail Partners’ 15th Annual POS/Customer Engagement Benchmarking Survey addresses recent customer engagement trends and initiatives and is available for download at

Boston Retail Partners is an independent management consulting firm dedicated to the retail industry. We specialize in the strategy, selection, and implementation of Unified Commerce, POS, CRM/Loyalty, Merchandising and Supply Chain solutions and information technology. Our clients choose us because of our unique combination of industry focus, knowledge-based approach, and rapid, end-to-end solution deployment helps them achieve their business potential.

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Kathleen Fischer
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