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Report: Seamless shopping, mobile commerce are top online priorities

BY Marianne Wilson

Providing shoppers with a consistent brand experience across channels is retailers’ top digital priority.

That’s according to a survey from Boston Retail Partners (BRP), in which 56% of surveyed retailers said they were focused on a consistent brand experience across channels as a top digital priority, followed by improving the mobile shopping experience (46%) and personalization (40%).

“Today’s unified commerce imperative moves the heart of the transaction to a centralized platform,” said Jeffrey Neville, VP at BRP. “This allows retailers to become more innovative and agile with their digital commerce offerings to further enable a personalized customer experience. It is promising to see that retailers are laser focused on delivering the seamless, cross-channel experience consumers expect.”

BRP’s 2016 Digital Commerce Survey of top North American retailers offers insights into retailers’ current digital commerce priorities and initiatives as the digital and physical worlds converge to facilitate a seamless experience across channels.

According to the report, the key digital commerce trends driving today’s initiatives are:

Personal: Forty percent of retailers are focused on improving personalization as a top digital priority; 50% will have customer identifying technology within the store in two years; 58% plan to utilize geolocation within two years.

Ubiquitous: Forty-six percent are improving the mobile shopping experience as a top digital priority; 75% will host a single shared cart across channels within three years, and 50% % will offer “start anywhere, finish anywhere” within five years.

Unified: Fifty-six percent are focused on a consistent brand experience across channels as a top digital priority; 73% plan to utilize an OMS at the center of their unified commerce platform within three years, and 38% are adding new roles and employee initiatives to accommodate omnichannel tasks.

Click here to download the complete 2016 Digital Commerce Survey.

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