Retailers Struggle To Bring The Digital Experience Into Stores

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New research report finds that when it comes to supporting consumers’ full shopping journey (across both digital channels and stores) retailers are stuck - and they know it. Retail Systems Research, LLC today released its findings from its 2015 Benchmark Report, Commerce Convergence: Closing The Gap Between Online And In-Store.

Retailers truly understand that the experience they are delivering today falls far short of the consumer’s desired experience

Retail Systems Research, LLC today released its findings from its 2015 Benchmark Report, Commerce Convergence: Closing The Gap Between Online And In-Store. The report, based on a survey of 88 retailers found that when it comes to supporting consumers’ full shopping journey (across both digital channels and stores) retailers are stuck – waiting for something better to come along than the disparate systems they have. The research is available for free download (registration required).

"Retailers truly understand that the experience they are delivering today falls far short of the consumer’s desired experience," reports Steve Rowen, managing partner at RSR Research and co-author of the report. "And they know there are options out there, but even the best performers are being overly cautious, fearing both the cost and the pain of making the change."

Key Findings include:

  •     Retailers under-estimate how much digital influences physical shopping experiences today, but their    expectations are rapidly catching up to reality.
  •     Retailers recognize that in-store employees need to do more to create customer engagement, but they also recognize that more will happen best when both store associates and consumers are able to leverage mobile technology as part of that engagement.
  •     They are also resistant to the idea of adding technology around the Point of Sale, fearing it will make their store systems more complex, more expensive, and ultimately more complicated for store employees to use.
  •     Yet retailers report that Point of Sale systems are no longer enough to service customers in stores. The best performers have vastly different plans to address these shortcomings.

Commerce Convergence: Closing The Gap Between Online And In-Store contains analysis of the business drivers, opportunities, and organizational constraints surrounding omni-channel strategies. It also offers baseline recommendations for navigating this brave new world of retail. The report is part of RSR Research's ongoing efforts to provide market intelligence on retail technology trends, is sponsored by NetSuite, and can be downloaded here:

http://www.rsrresearch.com/2015/05/29/commerce-convergence-closing-the-gap-between-online-and-in-store/

About RSR Research: Retail Systems Research (RSR) is the only research company run by retailers for the retail industry. RSR provides insight into business and technology challenges facing the extended retail industry, and thought leadership and advice on navigating these challenges for specific companies and the industry at large. To learn more about RSR, visit http://www.rsrresearch.com.

Contact:
RSR Research, LLC
Linda Wolfe, 774-284-4679
lwolfe(at)rsrresearch(dot)com

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