New RSR Research Findings: Retailers Have Much Work To Catch Consumers

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Retailers out of sync with customer mobile behaviors

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All retailers need to define what 'personalization' means

Retail Systems Research, LLC today released its findings from its 2016 Benchmark Report, Mobile In Retail: The New Normal. The report, based on a survey of 72 retailers, found that retailers are fairly out of sync with customer behaviors, and that only a few have already achieved the ability to make relevant offers.

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

"Yes, the mobile channel is still relatively new to retailers,” says Brian Kilcourse, managing partner at RSR Research and co-author of the report. “But to consumers it’s long been a way of life. And so far, only the best performers (Retail Winners) have been able to focus their mobile sights on making relevant offers and gain deeper insights into consumer mobile behaviors.”

Key Findings include:

  •     Most Retailers Need To Reconsider Customer Behaviors.
  •     All Retailers Need To Define What Personalization Means. (“Personalization” may well be the most overused word in the retail ecosystem today)
  •     Small Retailers Need To Get Going. Mobile technologies provide the smallest retailers with a tremendous opportunity to make their stores more interesting than their larger competitors. However, they seem to be missing their window of opportunity; too scared to go out on an adventurous limb.
  •     All Retailers Still Need To Task Someone With Owning The Customer Experience.

Mobile In Retail: The New Normal contains analysis of the business drivers, opportunities, and organizational constraints surrounding retailers’ mobile 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 Aptos, and can be downloaded here:

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

RSR Research, LLC
Linda Wolfe, 774-284-4679

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