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By David Turner, senior marketing director at Oracle NetSuite


Shoppers today expect a seamless experience whether in-store or online. This throws up challenges for retailers hindered by


cumbersome legacy IT systems. Here, we look at how retailers can overcome those challenges by using the cloud to take advantage of real-time


customer data, give greater visibility and deliver a more personalised omnichannel experience – and the perfect order.


T


he rapid pace of change in the way we shop across different physical and digital channels continues to throw up challenges for retailers. Consumers now expect a seamless customer experience, whether they shop in


person, online or using mobile apps. Take the survey of more than 46,000 consumers in the


US last year, for example, which found that a mere 7% were online-only shoppers and just 20% were store-only shoppers. The remaining 73% of shoppers used multiple channels for making purchases. This technology-driven change means omnichannel


is now the minimum standard retail benchmark. Martin Schofield, former IT chief at Burberry and Harvey Nichols, and now director at consultants Retail247, explains:


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