New Findings From RSR Research: Retailers Want To Converge Their Selling Channels, Still See Roadblocks

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Despite their best intent, retailers believe digital convergence is still a long ways off

It takes only a stroll through a retailer's online touchpoints to see how disconnected their digital strategy really is

Retail Systems Research, LLC today released its findings from its 2016 Benchmark Report, Digital Divergence: The Future Of Digital Commerce. The report, based on a survey of 120 retailers, found that – despite the best intent – retailers believe digital convergence is still a long ways off.

The research is available for free download (registration required).

"Digital convergence has not yet been achieved – it takes only a stroll through a retailer's online touchpoints to see how disconnected their digital strategy really is,” says Nikki Baird, managing partner at RSR Research and co-author of the report. "However, things get particularly interesting when we start to look at what form this convergence will ultimately take – because it increasingly looks like digital convergence means different things to different types of retailers."

Key Findings include:

  •     Fashion and boutique retailers are least likely to report operating social sites or mobile commerce, while hospitality and fast moving consumer goods retailers (think grocers) are least likely to operate a traditional eCommerce site
  •     Even though hard goods retailers are the most digitally connected –they are the most likely type of retailer to operate mobile, social, and eCommerce channels all together – they are also most interested in pursuing a strategy that blends stores and digital, rather than focus on one over the other
  •     In contrast, fashion retailers, who are the least likely to be digital, are more divided than their peers, with a majority split between digital vs. stores rather than blending both. And FMCG retailers, latecomers to the digital space even today, are still more likely than their peers to be focused purely on stores
  •     By size, a wide majority of the smallest retailers see only a digital future for themselves, while larger retailers place more importance on a blended approach between digital and stores

Digital Divergence: The Future Of Digital Commerce contains analysis of the business drivers, opportunities, and organizational constraints surrounding retailers’ eCommerce operations. It also offers baseline recommendations for navigating this brave new world for retailers. The report is part of RSR Research's ongoing efforts to provide market intelligence on retail technology trends, is sponsored by SAS, and can be downloaded here:

http://www.rsrresearch.com/2016/02/11/digital-divergence-the-future-of-digital-commerce/

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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