Retailers are coming under increasing pressure to deliver a fully-integrated multi-channel experience, new research has suggested.
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According to independent market analysts Datamonitor, while traditional IT integration can provide this service, the evolution of service oriented architecture (SOA) can offer competitive advantages to retailers.
Datamonitor has predicted that global spend by the retail sector on SOA will reach US$9.5bn by 2012.
In its report, Datamonitor emphasised the importance of small and medium sized retailers in the SOA market and how vendors can help improve uptake in the retail sector in general.
“Multi-channel retailing is not a new concept. Virtually all leading retailers have responded to the demand for eRetailing by offering online purchasing,” James Kenworthy, retail technology analyst with Datamonitor and author of the study, said.
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By GlobalData“However, where the battle is now being fought is over the customer experience while online – retailers wanting to gain competitive advantage must offer an experience and service that meets customers’ increasingly high expectations.”
