Most retailers embrace the multi-channel concept
Nearly 75% of retailers have a multi-channel strategy already in place or on the drawing board, according to recent research from consultants Gartner Inc. “Retailers are recognizing that the distinction between bricks-and-mortar and clicks-and-mortar no longer exists,” says Fred Landis, director for Gartner Consulting`s Market and Business Strategies Practice. Gartner`s survey of 375 U.S. and European retailers showed that 33% have a multi-channel retailing strategy in place, while 27% are in the internal discussion phase and 14% have initiated discussions with technology vendors.
The increased focus on multi-channel activity will shape technology purchases, Gartner says. As companies upgrade their systems, the survey showed, the company web site tops the list of upgrade initiatives. 45% of the respondents say they will replace, re-engineer, upgrade or develop systems in this area. Other popular IT upgrades planned by the companies were point-of-sale systems, database management systems and in-store devices. Each of these categories was selected by 39% of survey respondents.
Rated as most important to a company’s retail operations were point of sale systems, cited by 67% of respondents. 13% cited supply chain/logistics management systems 11% selected customer relationship, and 9% merchandising planning systems.
“The results indicate retailers` willingness to invest in the infrastructure necessary to support the multitude of channels, transaction systems and points of interaction required today to increase customer convenience, loyalty and satisfaction,” adds Landis. Vendors of technology and systems should respond to retailers’ move to integrated strategies by creating non-financial metrics to measure customer retention, customer loyalty and customer acquisition, he adds.
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