What happens in the store shouldn’t stay in the store, Toshiba Global Commerce Solutions study finds

Significant disconnects between physical and digital commerce, and store and corporate leadership, are among the key barriers to improving the customer experience, according to a study conducted by Forrester Consulting on behalf of Toshiba Global Commerce Solutions.

The research, which surveyed 346 high volume store leaders and corporate level customer experience decision makers, shows a pressing need for retailers to create more effective ways to generate customer data and insight from in-store shopping and to align their physical and digital commerce strategies and deployments.

Respondents report that an inability to digitise in-store customer data, outdated systems, and a lack of tools to share insights and operational data, are among the contributing barriers to improving the in-store shopping experience.

54% say systems are outdated and not connected; 60% report too many disparate systems and tools hinder a cohesive view of their customers and operations; 79% believe that corporate management does not prioritise unifying stores with digital commerce.

Despite these challenges, there is a consensus among the study participants: leveraging a new generation of AI driven tools to synchronise physical and digital commerce has the potential to significantly empower store teams and lead to improving and evolving the customer experience.

94% of respondents reported that incorporating customer data into the store is very or extremely impactful to the customer experience. And 91% said that their leadership currently sees those experiences as separate.

2023 RTIH Innovation Awards

Toshiba Global Commerce Solutions is among the shortlisted companies at the 2023 RTIH Innovation Awards.

It is in the running for our Technology Vendor of the Year and Best Retailer/Technology Supplier Relationship gongs.

Our winners will be revealed at a fantastic awards ceremony, which will take place at the Barbican Centre in central London.

The event will be held on Wednesday, 29th November, maintaining its popular evening format, with a drinks reception in the stunning Conservatory, followed by a Christmas themed three course meal, and awards ceremony in the Garden Room.

To book your place at this must attend event, click here.