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Retailers prefer omni-channel for business: Survey
Nov '16
Around 75 per cent of the retailers are considering omni-channel strategy for their business, a survey carried out to identify the methods of improving customer experience and gain their loyalty found out. The survey identified that seamless customer experience across channels is the most important benefit of adopting omni-channel strategy.

WBR Digital Release, a solution provider and eTail East, the one-stop shop for e-commerce prepared a report titled 'Five Insights into the Omnichannel Landscape' on the basis of a survey undertaken on over 90 executives. The survey was taken onsite at eTail East 2016, an event that brings together senior level e-commerce executives to discuss the latest happenings in retail. The survey involved respondents from multiple sectors, including specialty retail, stand apparel, high-end fashion apparel, and others.

There is a rise in the number of retailers in all sectors adopting omni-channel approach, according to the survey result. It also mentions that it is essential to invest in this strategy to fight competition. It was found that 49 per cent of the respondents do not actively invest in the omni-channel retail strategy. For 39 per cent, outdated systems are the greatest challenges that are to be faced during omni-channel integration, said the survey result. Very few respondents consider themselves as having completed or are on the verge of completing their journey to adopting omni-channel, while nearly one-third of the respondents have completed the process.

“The collected data shows that retailers are developing an understanding of what types of omni-channel investments will bring Return on Investment, but there is still much work to be done. With nearly half of retailers perceiving themselves as making little progress, it is more critical than ever that companies make headway now in their omni-channel journey. Businesses have to prepare for a cultural transformation and invest in new technology to connect with today's omni-channel consumer. If they do not act now, they will be left behind,” said Lori Hawthorne, strategy director of eTail. (RR)

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