RIS Roadmap Series: Enhancing the Store Shopping Experience in an Omni-Channel World

 

Brick-and-mortar stores are still the site for the bulk of retail transactions, but while they are in no danger of extinction, they do face a crisis. Beyond the critical issues of price competition and showrooming, retailers are struggling to keep the store experience relevant in an age of empowered shoppers who use their own information-rich devices to take idiosyncratic, multi-touchpoint paths to purchase. Retailers need to build on stores’ traditional strengths – the immediate availability of both people and merchandise – while also leveraging people, products and technologies to re-imagine the store shopping experience. This Roadmap provides six mileposts that include the use of advanced interactive digital signage, omni-channel inventory availability and in-store mobile device deployments.


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