HORIZONS
According to the 2014 Forrester Research ‘Web-Influenced Retail Sales Forecast,’ the web will influence 43% of all European retail sales by 2018, up from 30% in 2013. In response, IT suppliers provide their technology predictions for offline, as well as online, retail during year ahead
2014: A YEAR TO FOCUS INSTORE W
hile we cannot ignore the importance of the web when it comes to research and sales, a retailer’s physical store presence remains a vital part of the overall
customer engagement strategy. Richard Elmes, head of marketing at retail IT distributor Box Technologies, said
2014 would be a year where large numbers of retailers focus their IT strategies on improving the customer experience. “People aren’t going to stop buying online, and showrooming remains a challenge
on the High Street,” he commented. “But many retailers find customers coming into their store having researched the goods for purchase and the prices online. Therefore, retail store sales staff need to be totally up to speed with their products and competition in order to close a sale. This online research suggests that the chances for a sale instore are greatly enhanced, as the customer is primed and ready to buy.” Elmes said he believes that this year increased mobility instore will continue to
drive a real change in the way consumers shop. “Customers have become much more empowered and demand greater levels of interactivity instore,” he said. “Mobile devices need to provide both payment and scanning options, offering real-time product information and empowering store staff.
32 Winter 2014
www.retailtechnology.co.uk
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