Retailers shift their ad spending from TV, radio and print ads to digital ads.
A special report, from the editors of Internet Retailer, on how retailers are leveraging technology and systems to meet the needs of omnichannel shoppers.
Consumers don’t think in terms of channels. They expect the same experience, regardless of whether they’re shopping on a retailer’s e-commerce site, app or in a store.
That requires retailers to rethink they operate, which can be challenging. For instance, rather than use separate systems for their online and offline operations, they need to align their inventory across their entire supply chain. After all, the last thing a retailer wants is to have to tell a consumer an item she wants is unavailable when one of its stores has the item in stock.
Omnichannel retailers also have to think more holistically about their customers, which may require technology that allows them to link their in-store systems with their online, mobile and social media presences. Doing so gives the retailer a better understanding of who its customers are and how they interact with the merchant.
This Special Report sponsored by: Deposco, Vargo, NetSuite, Lightspeed, and Pragiti.