According to an October 2013 AT&T commissioned study conducted by Forrester Consulting, top retailers in North America report that creating a richer “omnichannel” customer experience can deliver some significant bottom-line advantages – especially in terms of revenue, traffic, and customer satisfaction.
The affect involves integrating in-store, mobility, Web, applications, and back-end technologies to make retail buying simpler and more convenient for customers – both as a way to differentiate the retail brand and to move the sales needle at the same time.
The retailers surveyed exposed some surprising results:
- Click and reserve was clearly considered the most impactful cross-channel function, yet only 37% of retailers polled currently offer it
- Go Mobile – retailers need to improve mobile capabilities in order to gain quantifiable benefits
- Retailers surveyed found investments in omnichannel technologies such as expanded connectivity, mobility and cloud, were profitable for their business
Our digital lives are causing a King Kong size shakeup for the retail industry. How to prioritize new technology projects to enable all-channel customer experience is the question. The Forrester study offers insight into infrastructure investments to meet today’s consumer expectations. To learn more, download the full Forrester study below.
For more information on innovative business solutions for retailers, please visit att.com/retailbusiness.
North American retailers struggle to meet the expectations of highly empowered consumers, either in terms of merchandise availability across an extended range or in terms of customer service taking account of consumers’ transaction histories and preferences. In order to match consumers’ expectations and the competitive advantages of pure-play Internet retailers, North American retailers must...