THE RETAIL BULLETIN - The home of retail news
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Health & Beauty
General Merchandise
Sports & Leisure
Retail Solutions
Food & Drink
NRF Report: Mixed experiences with multi-channel investment

Despite the universal understanding that multi-channel is the retail model for the future there has been a slower rate of investment in the necessary technology to support it, according to IT firm HP. By Glynn Davis in New York


NRF Report: Mixed experiences with multi-channel investment

Speaking at the National Retail Federation (NRF) Big Show in New York this week Ray Carlin general manager and vice president at HP Retail, suggested: "The industry is moving more slowly around omni-channel retailing than anticipated. I'd expected more acceleration."

He suggests many technology companies are trying to sell a vision of the future whereas in contrast many retailers do not like change and are typically conservative. They have therefore limited their investments to pilots.

And for those early adopters of multi-channel technology Carlin says they "have not been willing to talk about their experiences because if they've a full-scale digital strategy then they have wanted to keep it secret."
The pilots have been evident around mobile solutions even though there is a growing belief that adopting such technology is vital for future success. This was certainly the view given by Howard Schultz, founder and chief executive of Starbucks, when giving a keynote speech at NRF.

He told delegates: "It has never been more challenging for bricks and mortar retailers to succeed in an endurable way. There are seismic changes taking place in human behaviour, which is linked to technology - especially mobile platforms."

Failure to invest in these technologies to get "ahead of the curve" will inevitably place retailers on a "collision course with time".   

However, Richard Goodall, sales and marketing manager at PCMS Group, expresses positivity and was finding serious levels of investment in mobile PoS. "iPhones and tablets is the biggest area of demand - for retailers that can't replace their existing PoS but want mobility.

Make sure your business connects with your customers at every touchpoint by registering for the Retail Bulletin’s 4th Multichannel Retailing Summit 6th February 2013. Speakers include N Brown Group, Lovehoney, John Lewis, Gravis Germany, Evans Cycles, Snow & Rock, A Suit That Fits,, Asda Direct, QVC, Google, Visa, eDigital Research, Shutl, Demandware, Experian QAS, Bazaarvoice…

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News


Retail Human Resources Summit
Retail Human Resources Summit
Wednesday 3 October 2018
The Cavendish Conference Centre, London W1
The 10th HR Summit 2018, The Cavendish Conference Centre, London W1, 3rd October 2018
The Retail Design Summit 2018
The Retail Design Summit 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Summit 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
National Minimum Wage Breakfast Briefing
National Minimum Wage Breakfast Briefing
20 September 2018
6th Floor 1, St. Martin's Le Grand London, EC1A 4AS
National Minimum Wage Breakfast Briefing