In Innovative Retail Technologies’ annual special report, “Omni-Channel Retailing,” Brian Kilcourse and Paula Rosenblum penned the article, “Omni-Channel: Taking Time, Money, Commitment, and Technology.”
Kilcourse and Rosenblum, of Retail Systems Research, draw on industry research as well as their own retailer survey results to paint a picture of the state of omnichannel retailing in 2016. The pair investigates what traits contribute to a successful adoption of an omnichannel business model.
Ultimately, they conclude that the biggest risk a contemporary retailer can take is to not invest in technology and analytics that are likely to improve the omnichannel shopping experience, even if said investment doesn’t pan out. It’s better to continually test new technology than “fall into irrelevancy.”
To learn how Kilcourse and Rosenblum got this conclusion, read the article in its entirety below, or download the entire “Omni-Channel Retailing” issue from IRT here: