Leveraging the omni-channel is critical for etailers this festive season

The same way a customer gets confused and overwhelmed by choice walking into an aisle in a grocery store, browsing online for products is not much different. Retailers need to use the technology at their disposal to guide customers more efficiently.

As the market intensifies in the build up to the festive season, retailers in particular, are needing to communicate more intuitively and intelligently to connected consumers. It would seem that investing in mobile-driven solutions such as apps would be a no-brainer. Yet, worldwide research is indicating that retail apps, that solely offer basic brochureware, are failing to deliver on the user engagement promise.