Report: Why retailers need to converge the digital and physical

The growth of demand for increased digital capabilities bundled with personalization in bricks-and-mortar stores means retailers must undergo unified commerce transformation in today’s demanding environment, according to “The Future of Retail,” a report from consulting firm BRP. The transformation requires the convergence of the digital and physical shopping environments to create a holistic customer shopping experience that meets an individual consumer’s multiple shopping personas, the report stated.

Successful retailers understand the customer wants the ability to shop in multiple ways depending on their time constraints and current needs on each occasion they engage, the report noted. The store is not dying and enhancing the customer experience continues to be critical for retail success.

However, consumers desire the digital benefits of personalization via suggested selling, customized offers and self-checkout/self-scanning for the times when they do not feel the need to engage, according to the report. When retailers can combine the digital and physical environments, such as offering proximity-triggered mobile coupons or self-checkout through a mobile app, customers reward retailers with their loyalty to the brand.

"The physical and digital worlds will continue to be intertwined as we look to the future of retail," said Perry Kramer, senior vice president at BRP. "Customers want the sensory experience and ability to personally interact with a knowledgeable associate generally available in the physical world, married with the unique and personalized shopping experience common in the digital world."