Retailers underestimate how much digital technology influences physical shopping experiences, but their expectations are rapidly catching up to reality. According to a new study from RSR
Research, “Commerce Convergence: Closing the Gap between Consumer and Brand,” while 84% of retailers surveyed say a digital presence is very important to build brand awareness, but only
64% say it is very important to drive traffic to stores. However, retailers do show an understanding that having disparate digital and brick-and-mortar systems produces negative
results. For example, 77% of respondents strongly agree or agree that their legacy POS system is holding them back from providing a consistent customer experience across all channels, and 82% are
aware of viable customer order management systems that can traverse all channels.Read the whole story at Chain Store Age »
