Consumer Demands Drive Retailers' Increased Investment in Cross-Channel, New Study Finds

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RSR Research, an analyst firm providing market intelligence on retail technology trends, announces the results of its latest research report, "The Cross-Channel Wake-Up Call: Benchmark 2010," developed in partnership with the National Retail Federation. The research finds that consumers' demands for cross-channel capabilities far outstrip retailers' ability to provide, forcing a new round of investment in cross-channel technologies.

Retailers, particularly better performing retailers, recognize that cross-channel retailing is not just about buy online/pick-up in store

RSR Research's latest report, "The Cross-Channel Wake-up Call: Benchmark 2010" finds retailers facing increased demands from consumers for cross-channel capabilities, forcing a renewed investment in cross-channel technologies. These findings are based on a survey of 139 retailers in the spring of 2010. The report can be downloaded at http://www.retailsystemsresearch.com/_document/summary/1138. The report was developed in partnership with the National Retail Federation, the world's largest retail trade association, and was sponsored by ATG, Crossview, Manhattan Associates, Sterling Commerce, and VendorNet.

"The most important finding from this year's report is that retailers, particularly better performing retailers, recognize that cross-channel retailing is not just about buy online/pick-up in store," said Nikki Baird, Managing Partner at RSR Research and co-author of the report. "It's so much more transformative to the business than retailers expected when they thought they just needed inventory visibility. Even discussions around in-store pickup blow up into a strategic review of a retailer's supply network - cross-channel touches everything."

"The cultural challenges of cross-channel are the biggest inhibitor," adds Brian Kilcourse, also a Managing Partner at RSR Research and co-author of the report. "Even lagging retailers, who typically under-estimate cultural barriers, realize that cross-channel has an enormous impact on the business."

"The Cross-Channel Wake-up Call: Benchmark 2010" contains analysis of the business drivers, opportunities, and organizational constraints surrounding cross-channel retailing, as well as recommendations for creating successful cross-channel capabilities. The report is part of RSR Research's ongoing efforts to provide market intelligence on retail technology trends, and can be downloaded here:

http://www.retailsystemsresearch.com/_document/summary/1138

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. RSR’s services include benchmark reports covering the state of retailer technology adoption for topics ranging from merchandising and supply chain, store operations and workforce management, to customer-facing and multi-channel technologies. Custom research reports provide more in-depth views into topics of industry interest, and advisory services help retailers and technology vendors make the most of the insights RSR provides. To learn more about RSR, visit http://www.rsrresearch.com.

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