Understanding the 2017 POS Customer Engagement Survey

How to maintain consumer engagement via the power of unified commerce

Meeting the expectations of today’s customer has become extremely challenging. Consumers now demand a frictionless, unified experience across all channels—anytime, anywhere. Consumers no longer think of shopping in terms of stores or websites or mobile devices—now, every touchpoint is part of a single, holistic brand experience.

This report provides a detailed analysis of the 2017 POS/Customer Engagement Survey results, identifies four key pillars supporting the new unified commerce experience, and explores how retailers are putting these pillars in place to retain customer engagement. 

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The mobilization of retail, and a renewed focus on customer centricity, is the catalyst for the new retail paradigm of anywhere, anytime, anyhow shopping—in other words, unified commerce. 

Retail models are quickly changing. Stores still represent the vast majority of retail purchases, but the definition of “store” is rapidly changing. Unified commerce is the new retail nirvana, and the store of the future represents a unique opportunity for customer engagement. This, coupled with digital experiences that are increasingly personal and mobile, has blurred the lines between channels, and has created the expectation of anywhere, anytime, anyhow shopping. Supporting this experience requires a different technology approach. 

Personalization and relevance are the keys to winning and keeping customers. The solution? A unified commerce platform that encompasses real-time retail and supports a seamless shopping experience. Unified commerce starts with defining the ideal customer journey. This determines the necessary business capabilities, which then shape technology choices.

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