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Omnichannel a prime focus this year, reveals report

February 15, 2019

Sixty-seven percent of retailers are all about omnichannel this year and 50 percent view a mobile shopping app as a top priority, according to a Shopgate survey.

The omnichannel report evaluated retailers' attitudes and interests toward emerging commerce trends across different retail channels and identified the top benefits driving retailers to invest in omnichannel capabilities revolve around the customer, cost efficiencies, revenue and competitive advantage.

"Shoppers do not think in terms of individual channels, and they certainly don't care if it takes multiple channels to make a single purchase," said Casey Gannon, vice president of marketing, in a release on the survey. "All they care about, and expect, is for their favorite retailers to be capable of accommodating how they want to complete a purchase. For enterprise and mid-market B2B and B2C retailers, omnichannel retailing can be a daunting challenge, filled with financial and organizational battles. But being an 'omnipresent' retailer is no longer a 'trend' in 2019 and beyond. It is now table stakes to remain competitive with consumers' ongoing power plays."