Is Digital Commerce the Only that Can Save the Retail Store?

"EVERYTHING MUST GO!!!"

As retailers-from big boxes like J.C.Penney to contemporary apparel brands like The Limited--close their doors and put their focus on the Web instead, consumers can expect to see and hear this more of often. The retail store isn't dead, but it is on life support. It's outlived it's usefulness in the minds of consumers. Many retailers have been slow to react to changes in consumer behavior and have failed to find ways to revive or reinvent the retail store.

They're overstored, having too many locations, too much overhead and slow-moving inventory and too few reasons for consumers to choose the store over the Web. Leaders have invested in multichannel strategies and techniques like Buy Online Pick-up In-Store, but even they are slow to launch these initiatives. And, when they launch, execution is often inconsistent and inconvenient--from inaccurate views of store inventory availability on the Web to inefficient pick-up processes in-store.

Even in those retail organizations that are striving for a multichannel shopping experience, Web and store are often positioned as adversaries. Stores weren't designed to support personalized commerce experiences. In-store personalization is defined by plan-o-grams and signage. Online product content and information wasn't created or curated for cross-channel consistency and availability. Store and e-Commerce teams operate by different processes, against unique objectives and incentives.

It's time for a change...Read More