It would seem to be safe to take the brick-and-mortar store off of the "endangered species" list. Even with the fallout from high-profile bankruptcies such as Toys 'R' Us, the store remains a relevant, indeed essential, part of the shopper journey.
But even if the overall status of stores is secure, the challenges of operating them in ways that enhance the customer experience remain steep. In addition to the basics that have always been part of store operations, today's brick-and-mortar stores are being tasked with:
- Offering similar levels of convenience as online shopping;
- Seamlessly integrating with all other customer touch points; and
- Providing unique experiences that move shoppers toward transactions — even if these transactions ultimately don't take place in the store.
This sixth annual Retail TouchPoints Store Operations Survey examines the top challenges omnichannel retailers face in this critical area, as well as the strategies and technology solutions they are using to meet those challenges.
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