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Study: More than one-third of retailers considering cross-channel platform


Washington, D.C. - Integrating store and online operations is a key focus for retailers as e-commerce capable solutions increasingly supplant traditional POS and mobile technologies. According to a new study conducted by the NRF, Demandware and the University of Arizona that polled more than 200 U.S. and European retail business technology executives, more than one-third (35.8%) of retailers surveyed are considering a single platform to manage interactions and transactions across all channels.

During the next three years, eight-in-10 (80%) retailers surveyed expect to maintain or increase store technology investments, and seven- in-10 (70%) say their organization is currently deploying or planning to refresh its existing software.

In addition, while traditional point-of-sale software has been a mainstay for physical stores for decades, many retailers recognize e-commerce software as an emerging and logical approach to evolve and establish the sought-after single platform. According to the survey, nearly four in 10 (38%) surveyed plan to leverage an e-commerce software platform for their next generation store software — that is two times the number that plan to use traditional point-of-sale software.

“The future of retail will envelope business platforms that enhance the endless opportunities that new technologies offer, such as systems that allow retailers to provide seamless, relevant and personalized interactions for all of their customers,” said NRF VP of retail technologies Tom Litchford. “In this consumer-led industry, retailers are working overtime to keep up with the expectations and demands of their savvy customers, and are intent on integrating the digital shopping experience like never before.”

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