Gartner for Marketers Research

Insight Report July 12, 2019

Department Stores: Digital Commerce

Despite bullish expectations accompanying resellers, like The RealReal and entrenched digital leaders like Amazon, traditional department stores have adapted and found points of traction with commerce-oriented content and reconfigured fulfillment offerings. Index leaders develop personalized digital experiences, looking to implicit data capture as a source to help deliver a more curated journey for customers. With pressure mounting on all sides, department stores must streamline offerings that don’t provide meaningful commerce opportunities, ensure content connects to commerce and emphasize exclusivity and scarcity across digital touchpoints.

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