The rising competition and the waning brand loyalty among consumers are posing major challenges for retailers. As consumers are seamlessly moving between online and stores for shopping, they are becoming more open to retailers who can best facilitate these.
Traditional retail was conceptualized and designed to champion in-store transactions and was never designed to handle sales beyond the physical store. The supply chain network and movable and immovable assets were shaped with the physical store in the center. As additional channels evolved, the first reaction of the brick-and-mortar retailers was to have an online presence which of course is not enough in the next wave of retail innovation for a seamless phygital experience.
Digital-born companies have played a major role in changing customers’ buying behavior and interaction across channels. They have been successful in making the first impression, influencing and consistently delivering, and exceeding customer expectations. This has been possible as these businesses are designed to deliver a cohesive shopping experience to the shopper. To remain competitive, it is a must for traditional retailers to adopt a robust multichannel strategy by transforming their systems and re-looking at the business models.
To enable retailers, to achieve this, Sonata offers a unified commerce platform “Brick & Click” which provides digital-ready operations capability and best-in-class digital engagement both in-store and online with smart unified commerce and operations systems.
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