TECHNOLOGY

Soaring customer expectations are creating an increasingly challenging environment for brands seeking engagement.   That’s according to the 22nd annual Brand Keys Customer Loyalty Engagement Index, which recognizes the brands that receive the highest loyalty and engagement assessments and surpass competitors for "delighting" customers.  

The omnichannel evolution has begun — and more retailers are adopting the business strategy to better meet shoppers’ needs.   That’s according to “Retail Insight: Moving Beyond Omnichannel,” a report from SPS Commerce and conducted by Retail Systems Research. The study, which is based on responses from more than 500 retailers, suppliers and logistics firms worldwide, said that more than 35% of retailers are on track with their omnichannel execution, up nearly 200% year-over-year.  

American consumers are ready to celebrate the Super Bowl, but they don’t plan on spending as much as they did last year.      Consumers will spend an average of $75 for a total of $14.1 billion as an estimated 188.5 million watch the Atlanta Falcons face the New England Patriots in Super Bowl LI on February 5, according to the National Retail Federation’s annual Super Bowl Spending Survey conducted by Prosper Insights & Analytics.  

J.C. Penney is shoring up its commitment to its new technology lab in Bangalore, India.   The chain has tapped Snehil Gambhir as VP and managing director of its global in-house center (GIC). Tasked with leading all operations at the company’s GIC, he will support and expand a variety of key business functions, including IT, digital, store operations, analytics, marketing, infrastructure and merchandise operations.  

Kevin Scott is joining Microsoft in the newly created role of chief technology officer (CTO).   Scott most recently served senior VP of infrastructure at LinkedIn, which Microsoft purchased in June for $26 billion.   

Walmart made sweeping changes to its e-commerce organization for the second time since it acquired online retailer Jet.com and appointed company founder Marc Lore as head of its own e-commerce division. The latest move, announced in a memo to Walmart associates on Jan. 13, further consolidates the retail giant’s online properties, and strengthens Lore’s influence on the chain’s digital strategy as it faces-off with Amazon.    

The trends featured at the annual NRF Convention & Expo never fail to get the tech juices flowing, and this year was no exception.    Sessions and the expo floor illustrated how retail technology has changed dramatically in a very short time. However, the event also relayed a sobering message: the industry needs to greatly evolve to keep up pace with customer expectations, and remain relevant in the long-term.  

Over the last decade, the retail industry has evolved substantially. E-commerce continues to outpace brick-and-mortar strategy, dramatically changing the way consumers shop. Accommodating new consumer preferences requires brands -- from corporate executives to field managers to in-store associates -- to communicate, and regularly evaluate the in-store customer experience.