IDC: Omnichannel retailers must go along with the journey

Omnichannel retailing means a lot more than offering a consistent customer experience across channels.



According to a new report from IDC Retail Insights, “Omni-Channel Retail Execution Platforms for Now and the Future,” omnichannel retailing requires investing in technology that engages consumers in “customer-centric journeys.”



Thus the retailer moves from passive enabler of commerce to a one-to-one relationship builder and commerce agent. In this role, the retailer becomes responsible for orchestrating omnichannel experiences and is seen as a ubiquitous selling agent and relationship master. Loyalty and profitability stem from engagements that’s create individualized customer relationships, rather than pricing or discounts.



To execute this new model, retailers also need real-time inventory availability information. While the same products are widely available to consumers at competitive prices, product freshness and marketing can help differentiate a retailer in the omnichannel market.



"Retailers that deploy an omnichannel retail execution platform that enables the retailer to flexibly deploy new tactics and strategies to improve customer engagement and loyalty will be positioned to gain and maintain more consumer wallet share than their peers,” said Leslie Hand, VP of IDC Retail Insights.” Importantly, the platform supports growth in the near term but is architected to enable the retailer to continually disrupt the market."