Predictions 2016: The digital store engagement surprise

(Article originally published by Forrester)
The in-store shopping experience has been undergoing seismic change. Technologies such as beacons, omnichannel fulfillment and in-store analytics have promised to change how retail stores engage with customers. And although iron-clad digital store success stories are few, merchants will continue to chase the digital dream despite not knowing the precise endgame. A handful of market leaders are implementing digital store initiatives that will act as lighthouses for the rest of the industry, showing a glimpse of what’s possible with the right strategy.

Forrester believes that in 2016:

  • Digital operational improvements will emerge as the pinnacle of store digitization.
  • Store systems will drive engagement, not just keep records.
  • Existing digital ecosystems will help retailers expedite in-store personalization.

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