78% of Retailers Plan to Implement a Unified Commerce Platform within 5 Years, According to Boston Retail Partners’ Survey

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BRP’s 2015 E-Commerce Benchmark Survey Reveals Importance of Brand Consistency Across Channels

2015 BRP E-Commerce Survey
Retailers realize that that they can no longer operate from within silos, and the convergence of digital and physical commerce is now a retail imperative.

Customers expect a personalized, seamless brand experience across digital and physical commerce touch points and unified commerce is key to delivering this experience. This is the new mantra in retail, according to the 2015 E-Commerce Survey, 43% of the respondents indicated that a consistent brand experience across channels is one of their top commerce priorities. A customer’s journey is no longer a linear path to purchase it’s now an exercise in connect-the-dots for retailers as they try to piece together customer information, browsing history, inventory visibility and much more to enhance the customer experience.

“Retailers realize that that they can no longer operate from within silos, and the convergence of digital and physical commerce is now a retail imperative,” said Brian Brunk, principal, Boston Retail Partners. “Unified commerce transcends channels and enables store associates to personalize the experience to a customer based on her digital footprint. It is encouraging to see that so many retailers have implemented or will implement a unified commerce platform within the next five years.”

Boston Retail Partners’ 2015 E-Commerce Survey of top North American retailers offers insights into retailers’ current e-commerce initiatives, priorities, and future trends as the retail industry continues its transformation into the digital world.

Key findings in the 2015 E-Commerce Benchmark Survey include:

  • Improving the customer experience is the top priority – 43% of retailers indicating that a consistent brand experience across channels is essential
  • A unified commerce platform is critical – 78% of retailers will have a unified commerce platform implemented within 5 years
  • Mobilizing commerce remains a high priority – 45% of retailers indicated that mobile websites are their most important e-commerce capability
  • Payment options and security are essential – 63% of retailers plan to accept Apple Pay within 2 years
  • E-commerce continues to expand – 85% of retailers expect an increase in 2016 e-commerce website revenue

To download the complete 2015 E-Commerce Benchmark Survey, visit: https://bostonretailpartners.com/2015-e-commerce-survey

The 2015 E-Commerce Benchmark Survey sponsor is Mozu.

About Boston Retail Partners

Boston Retail Partners (BRP) is an innovative and independent retail management 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 & Engagement | Order Management
Merchandise Management | Supply Chain | Information Technology | Private Equity

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


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David Naumann
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