Most retailers have not implemented a host of key ecommerce and in-store technologies that support a seamless, convenient, omnichannel customer experience, according to the latest edition of the Customer Engagement Tech Trends study from RIS and International Data Corp. (IDC).
The study, based on a survey of 65 North American retail executives, found that even for relatively common technologies such as "email, mobile, text marketing/messaging," less than half of the respondents said their companies currently have up-to-date tech in place.
The study found similar levels of savvy with in-store technologies. Barely half of the retailers said they are up-to-date with customer Wi-Fi, and less than one-quarter said the same of in-store pickup and returns for digital orders.
Not surprisingly, retailers were far less likely to have implemented cutting edge and emerging technologies—in-store or out—such as location-based sensing, chatbots and personalization.
Interestingly, though, almost four in 10 of the respondents said they are working on personalization, a reflection of the growing imperative to recognize customers and respond to their demands on their terms—in real time.