Customers are using smartphones to check for offers and shopping tips, and are sharing them with their friends on social networks. In essence, they’re on a purchasing journey that they expect to be seamless—in store, at home or on the go. Retailers are striving to connect with highly fragmented and unpredictable consumers in a fast-paced environment—and it’s not easy.
The role of the merchant is evolving. Retailers are collecting comprehensive customer data, but they do not have state-of-the-art data management and analytics capabilities to glean insights and make fact-based decisions in real time.
So how can retailers keep up with the ever-increasing demands of the customers? They need to build capabilities—integrated with social media and real-time data—to create a relevant experience regardless of the channel.