Risking Retail Irrelevancy: The Importance of Omnichannel - ShopperTrak

Risking Retail Irrelevancy: The Importance of Omnichannel

by Kevin Kearns on 4-15-16 in Technology

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.

Risking Retail Irrelevancy - The Importance of Omnichannel - BodyUltimately, 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:

Omni-Channel: Taking Time, Money, Commitment, and Technology

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Read more posts by Kevin Kearns

Kevin Kearns is the Chief Revenue Officer at ShopperTrak, where he oversees the professional services and marketing department, as well as the global sales and sales operations teams. He previously served as the Chief Sales Officer, where he was responsible for leading global sales and customer service operating in over 90 countries.

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