Retailers Shouldn't Compete with Technology, But Embrace It

The NRF Big Show attracted a lot of attention — and a good portion of that was focused on technology. CNBC reporter Christina Cheddar Berk provides an interesting synopsis of the technology takeaways —

namely: consumers aren't focused on which channel to shop from, they're focused on the shopping experience in general. That means they're open to online and in-store experiences — as long as those experience meet their needs and expectations. 

Key points from the article include: 

• Cisco research indicates that shopping across channels has become even more fluid with consumers willing to perform online research at home or at in-store kiosks. Does their site of research determine where they'll purchase? No, they're willing to then either order online or make an in-store purchase. 
• "Technology is chaning the way consumers behave and what they expect." For that reason, salespeople should have technology close at hand. And retailers need to differentiate themselves by integrating technology — instead of simply seeing a website as a competitor. As mentioned in an earlier post, 3D modeling technology that allows a person to digitally "try on" clothing is becoming hot. This technology can be used online, and is being integrated into brick-and-mortar stores like Maurices. Combining digital and "real" world shopping is key.
•  IBM's research indicates that consumers do want more contact from stores — but make sure you deliver it to them on the platform of their choice.