The rise of mobile commerce means traditional opening hours are a thing of the past and successful retailers must provide great services and experiences across multiple channels, both online and offline.
“We’ve got a longer period to interact with our customers now — and that’s 24 hours to get it right or get it wrong,” says Martin Draper, technology director at luxury retailer Liberty, speaking at a recent CIO roundtable event held by technology specialist HSO.
Independent research consultancy Martec International reports mobile commerce now accounts for as much as 46.1 per cent of UK retail sales. Yet Martec managing director Brian Hume suggests a shift towards mobile commerce is still “a five- to ten-year journey” for most retailers.
Draper agrees with this sentiment and suggests fundamentals, rather than mobile strategies, are still at the core of CIO thinking. “Retailers are having to reconfigure legacy systems so that they have one view of their stock,” he says.
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