[Forrester Report] Retailers are Starting to Reap the Rewards of Omnichannel Commerce

Because customer expectations are so high, digital business professionals are investing heavily in customer-facing and back-end technology to deliver great experiences.

This report analyzes customers’ changing shopping behaviors and the tactics that retailers use throughout the customer life cycle to deliver superior omnichannel service.

  • Retailers are moving beyond omnichannel fulfillment: Retailers are extending omnichannel capabilities beyond fulfillment to in-store digital technology, marketing, merchandising and customer service.
  • Customers engage with organizations, not channels: Digital business executives need to enhance their omnichannel capabilities to attract and retain valuable omnichannel customers. Today’s customers expect a consistent and connected experience across shopping touchpoints — but those expectations still exceed retailers’ current capabilities.
  • Invest in core capabilities to execute omnichannel services: To drive digital customer experience and operational improvements that foster omnichannel capabilities, retailers first must enhance core back-end systems. Many retail organizations are implementing enterprise inventory and order management systems, developing a single enterprise view of the customer and breaking down internal operational silos.

Read the Forrester Report now.

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