Today’s consumer wants a retail shopping experience that’s fast, easy, flexible and on their own terms. For instance, some want to shop online and pick up their purchase in a store. Others expect items to be delivered on the day and time that’s most convenient for them. And many consumers like to research products at home before buying them in person.
Ideally, consumers want retailers to deliver a unified shopping experience. “Customers don’t think in channels anymore,” Mike Griswold, research vice president of Gartner's Consumer Value Chain team, said at the Retail Industry Leaders Association conference last month.
This shift in expectations means retailers are dealing with more complexity, just as the industry is facing strong headwinds. Toys “R” Us, for example, is folding because heavy debt prevented it from executing changes that would have made it more competitive, including improving the shopping experience, both online and in-store.
Meeting customer expectations, such ..