Published: 10 July 2023
Retailers are facing more pressure to enhance in-store capabilities as digital channels fail to provide differentiated experiences. This research helps CIOs create a hyperimmersive experience across digital and physical storefronts with customers/associate experiences as key differentiating factors.
Despite a rapidly shifting landscape linking digital and in-person storefronts, many retailers have not updated their in-store experiences from traditional structures and product hierarchies, which often overlook customer centricity and localized insights.
Retailers are failing to equip frontline employees with the tools to enhance customer-associate interactions. Frontline employees who can flexibly perform work duties and deliver an excellent customer experience are now, more than ever, critical competitive differentiators.
Consumers are increasingly calling for hyperimmersive in-store experiences that deliver convenient and interactive messaging. This comes as shoppers move away from e-commerce and back into the physical store, and demand more
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Analysts:
Max Hammond, Kelsie Marian, Hanna Karki, Robert Hetu, Jonathan Kutner, Sandeep Unni, Tom Nolan, Mim Burt
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