Study: Scalability across channels critical factor in retail growth

King of Prussia, Pa. -- Rigid technology can be a prohibitor in omnichannel growth, especially for mid-market retailers, according to a new study by eBay Enterprise. The report, 2014 Omnichannel Benchmark Study, found that that mid-sized retailers are behind their larger competitors in implementing omnichannel experiences and inflexible technology is the biggest factor in prohibiting retailer maturity and growth.



Other key findings include:



• Large-scale retailers are still new to omnichannel customer engagement, having only invested in it over the last five years.



• Mid-sized retailers face the greatest deficiency in their ability to deliver content to consumers as they research brands and products.



• Rigid technology solutions are the biggest impediment to increasing and improving customer omnichannel experiences.



“As mid-sized retailers continue to compete with their large scale counterparts, their ability to adapt to an omnichannel environment becomes critical for profitability, loyalty and survival,” said Steve Denton, VP of marketing solutions, eBay Enterprise. “The 2014 Omnichannel Benchmark study highlighted a critical gap in the ability of mid-market retailers to provide consumers with relevant experiences that also allow them to research products and consumer behavior across multiple touch points, including in-store, online, mobile, marketplaces, and customer service, significantly impacting their ability to increase brand awareness and demand generation.”