73% of Retailers Plan to Utilize an Order Management System at the Center of their Unified Commerce Platform within 3 Years, According to BRP’s Digital Commerce Survey

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Retailers’ Top Digital Priority is to Create a Consistent Brand Experience Across Channels

2016 Digital Commerce Survey
Today’s unified commerce imperative moves the heart of the transaction to a centralized platform.

According to a new report from Boston Retail Partners (BRP), 56% of retailers indicate their top digital priority is to create a consistent brand experience across channels. According to the BRP 2016 Digital Commerce Survey, retailers understand that consumers expect a personalized, seamless experience wherever, whenever and however they shop and they are focused on delivering a unified experience.

“Today’s unified commerce imperative moves the heart of the transaction to a centralized platform,” said Jeffrey Neville, vice president at BRP. “This allows retailers to become more innovative and agile with their digital commerce offerings to further enable a personalized customer experience. It is promising to see that retailers are laser focused on delivering the seamless, cross-channel experience consumers expect.”

BRP’s 2016 Digital Commerce Survey of top North American retailers offers insights into retailers’ current digital commerce priorities and initiatives as the digital and physical worlds converge to facilitate a seamless experience across channels.

The key digital commerce trends driving today’s initiatives are:

PERSONAL – Effectively engaging customers requires retailers to offer personalized, relevant, compelling and consistent brand messaging across channels.

  • 40% are focused on improving personalization as a top digital priority
  • 50% will have customer identifying technology within the store in 2 years
  • 58% plan to utilize geolocation within 2 years

UBIQUITOUS – Heightened customer expectations for a personalized, seamless experience necessitates that retailers have the ability to follow the customer’s journey as she shops across and among channels.

  • 46% are improving the mobile shopping experience as a top digital priority
  • 75% will host a single shared cart across channels within 3 years
  • 50% will offer “start anywhere, finish anywhere” within 5 years

UNIFIED – Retailers’ organization and infrastructure need to be unified and aligned across channels to offer a seamless and consistent customer experience.

  • 56% are focused on a consistent brand experience across channels as a top digital priority
  • 73% plan to utilize an OMS at the center of their unified commerce platform within 3 years
  • 38% are adding new roles and employee initiatives to accommodate omni-channel tasks

To download the complete 2016 Digital Commerce Survey, visit: https://bostonretailpartners.com/2016-digital-commerce-survey.

The 2016 Digital Commerce Survey platinum sponsor is NetSuite and the gold sponsors are EarthLink, Manhattan Associates, Orckestra, Radial and Salesforce Commerce Cloud.

About BRP

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 | Order Management | Networks
Merchandise Management | Supply Chain | Networks | Private Equity

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

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David Naumann
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