How Brick-and-Mortar Retailers Can Stand Up to E-Commerce

How Brick-and-Mortar Retailers Can Stand Up to E-Commerce

By Richard Adhikari

Aug 31, 2017 1:50 PM PT

Brick-and-mortar retailers have been finding it difficult to offer pricing that’s competitive with e-commerce sites, which have the advan tage of massive scope and scale, according to a report Frost & Sullivan’s Stratecast service released Wednesday.

E-commerce will account for nearly 18 percent of the total retail market by 2025, the report projects.

B&M retailers have an advantage, though, which lies in their ability to offer customers a personalized experience.

However, given that consumers have so many stores to choose from, retailers should adopt end-to-end solutions that use cutting-edge technology to make personalized service cost-effective, the report recommends.

“Leveraging the personal touch requires a new approach to brick and mortar business; one which emphasizes
service over scale, purpose over place, and a fanatical focus on experience over transactions,” the Frost report says. “Achieving this
cannot be accomplished through point solutions, where diverse technologies are forced to fit together. Only a
well-integrated solution that encompasses all aspects of the shopper continuum can enable the brick and mortar
retailer to compete with and dominate the retail space.”

Building an online presence is a necessity for B&M retailers, but their investments in automation should emphasize improvements in the interactive experience they offer, the report advises.

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