News

Study: Retailers must embrace multi-channel retailing

January 23, 2012

Today's retailers are facing pressure to improve the shopping experience through various channels, according to a study called "The SoMoLo Imperative: Social, Mobile, Local Shopping Reaches the Tipping Point," conducted by RedPrairie's Commerce in Motion.

The purpose of the research, according to Mobile Commerce News, was to better understand the expectations and behaviors of shoppers who make purchases through those channels, and to benchmark the ways in which merchants are changing their various marketing and selling strategies in order to cater to those customers.

The survey found that retailers are failing to keep up with what SoMoLo consumers are expecting. For example, 46 percent of the respondents said that their customers expect to be able to make a purchase using a mobile device, but only 38 percent of those companies actually offer that capability.

Read more about multi-channel retailing.