Elevated Customer Expectations, Evolving Retail Models and Disruptive Technology are Driving the Need for Retail Transformation, According to BRP’s 2018 POS Survey

To meet the demands of their customer, the retail winners in 2018 and beyond need to accelerate the transformation to cloud-based unified commerce. Victory belongs to the agile.

According to a new report from BRP, the customer journey and associated expectations continue to rapidly evolve – driving a major transformation in retail. Disruption and adaptation are changing the customer engagement model and blurring the lines among retailers, brands and wholesalers. Online pure-plays are opening brick-and-mortar stores and traditional retailers are experimenting with new store models: stores as showrooms, theatre, distribution centers or pop-ups. To enable the new customer experience and support its rapid evolution requires a different technology approach. According to the 2018 POS/Customer Engagement Benchmarking Survey, retailers recognize the urgency to transform their operations and 81% plan to have unified commerce within three years.

“Retail and customer engagement models must transform,” said Brian Brunk, principal at BRP. “However, the legacy retail applications and infrastructure still in place at many retail organizations are not properly equipped to support changing retail models and continuously evolving customer expectations. To meet the demands of their customer, the retail winners in 2018 and beyond need to accelerate the transformation to cloud-based unified commerce. Victory belongs to the agile.”

“As customer expectations have been reshaped by the digital retail experience, successful retailers have shifted their focus in the physical store environment,” added Perry Kramer, senior vice president and practice lead at BRP. “Customers appreciate personalized offers and recommendations when shopping online or via…

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