Many retailers have taken the “just get something done” approach over the last few years to attempt to deliver a cross-channel customer experience.
According to a new special report from Boston Retail Partners (BRP), retailers recognize the need for a holistic customer experience that transcends channels, but most attempts are falling short.
Many retailers have taken the “just get something done” approach over the last few years to attempt to deliver a cross-channel customer experience. The unfortunate result of this quick fix approach is a “faux” omni-channel model that doesn’t execute as promised and risks disappointing customers.
The industry has now reached a critical point where retailers can no longer afford to operate from within channel silos. They must transform their organization, business processes and technology to align with the demands of their customers.
According to BRP’s 2016 POS/Customer Engagement Survey, 85% of the retailers surveyed realize the importance of offering a true unified commerce environment to their customers but most have not reached that goal yet. Only 18% of the retailers surveyed indicate they have implemented a unified commerce/single commerce platform, and two-thirds of those companies indicated that it “needs improvement.”
Unfortunately, the risk of losing customers due to a disappointing shopping experience caused by flawed omni-channel architecture is deadly – this is why retailers are focusing on “real” unified commerce in 2016.
This Special Report provides insight into BRP’s 2016 POS/Customer Engagement Survey and highlights the unified commerce objectives and challenges facing leading retailers today.
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