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Retail receives a digital slap in the face: snap out of it!

by Robert Hetu  |  March 27, 2017  |  Submit a Comment

It’s time to snap out of band-aid solutions and make the shift to unified retail commerce.

The question is as simple as it is complex. Does your company have a digital retailing strategy? Unfortunately the answer often goes something like this “Yes we have ecommerce”. If you think of ecommerce as the digital strategy – snap out of it!

For retailers, this is no longer just about understanding how consumers are shopping or buying. It is about first understanding how consumers are using technology in their everyday living, and then deploying technology to embed the retail brand as indispensable in their lifestyles. Digital business opportunities will usher in an unprecedented convergence of people, processes, things and data to create new revenue opportunities.

Gartner describes this as unified retail commerce. Regardless of the number of retail channels, customer expectations of consistent and flexible shopping between and across channels mean that all of the retailer’s customer-facing processes must be unified, providing an exceptional customer experience. These customer processes should be defined in their most basic terms: consume, search, transact and fulfill, all passing through the lens of customer experience. Retailers of all types must engage in digital business transformation built on a foundation of customer understanding to facilitate a unified retail commerce experience.URC Final

This topic can be more fully explored in the 2017 RIS/Gartner Retail Technology Study available now from the RISnews website.

Category: retail-trends  

Tags: advanced-analytics  competition  consumers  digital  multichannel  omni-channel  retail  stores  trends  unified-retail-commerce  

Robert Hetu
VP, Analyst Retail
7 years at Gartner
29 years IT Industry

Bob Hetu is a Research Director with the Gartner Retail Industry Services team. His responsibilities involve tracking the technology markets and trends impacting the broad-based retail merchandising and planning areas. Mr. Hetu is an expert in the areas of brand, vendor and assortment management, merchandise planning, allocation, and replenishment. Read Full Bio

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