Navigating the Digital Retail Revolution: Overcoming Technology and Software Challenges
Relentless changes in technology and software are challenging the retail industry to keep pace with adoption. In an era when digital transformation is the key to staying competitive, retailers continue to grapple with a myriad of challenges ranging from legacy systems and data silos to ever-evolving consumer expectations.
In addition, retailers can’t get by simply offering a single channel for marketing, sales and fulfillment anymore because consumers want to be able to shop across online and physical channels seamlessly, often ordering online and picking up in person (or vice versa). But there is good news: technology can be leveraged to overcome the hurdles retailers are facing in this increasingly digital age.
Below are four innovative strategies that can help retailers pave the way to success on their digital transformation journey:
1. Legacy Systems vs. Modern Solutions
Retailers today can benefit from transitioning from legacy systems to more modern and agile software solutions. Manual testing doesn’t cut it anymore when dealing with A-B testing retail transactions containing large volumes of highly precise data. When retailers need to automate the testing of their point-of-sale systems or their back-office ERP platform, for example, test automation platforms are smarter and often highly beneficial since they're more effective and efficient. Moreover, modern software solutions offer scalability and flexibility, allowing retailers to adapt quickly to changing market demands and scale their operations without constraints imposed by legacy systems.
2. Data Integration, AI and Analytics
Consumer behavior has been changing dramatically since the rise of pure-play internet retailers in the late ‘90s. This trend has been exacerbated by the increasing influence of social media, viral marketing and the need to cultivate authentic brand evangelists. By unpacking the importance of this data and breaking down data silos, retailers can achieve a more comprehensive view of customer behavior and market trends. To stay competitive, retailers must not only understand these shifts but also harness the power of data integration, artificial intelligence, and analytics. Implementing robust technological solutions enables retailers to personalize the shopping experience, anticipate customer needs, and optimize their operational efficiency.
3. Enhancing Customer Experiences
Retailers should explore strategies for using technology to create a more personalized and seamless shopping experience for customers. Both B2B and B2C retailers must address rapidly evolving changes in how customers buy, communicate and search for information about products. This means they must also be able to plan, acquire, test, deploy and manage their IT assets more easily. By leveraging advanced technologies such as augmented reality and virtual reality, retailers can immerse consumers in interactive and engaging shopping experiences, bridging the gap between online and offline retail environments. Additionally, implementing omnichannel strategies enables retailers to provide consistent and cohesive experiences across various touchpoints, fostering customer loyalty and retention.
4. Future-Proofing Retail Operations
Retailers can get ahead by future-proofing their operations through machine learning (ML) and AI. Leveraging real-time, actionable data can help retailers replace antiquated mass marketing and advertising with mass customization and just-in-time message marketing. Mining consumers’ purchasing, social and work habits, and cross-referencing them with real-time location offers gives retailers an edge against competitors. By investing in ML and AI, retailers can automate processes and streamline decision-making, allowing for more agile responses to market dynamics. Furthermore, integrating predictive analytics can enable retailers to forecast demand accurately, optimize inventory management, and minimize waste, ensuring a sustainable and profitable future.
With the move to omnichannel retailing in today’s fast-changing retail market, retailers need to be confident the technology they've chosen will integrate seamlessly with their existing systems while continuing to meet their performance needs and overarching business objectives.
Adam Sandman, who founded Inflectra in 2006, has been a programmer since the age of 10. Today, Adam serves as the company’s CEO.
Adam Sandman, who founded Inflectra in 2006, has been a programmer since the age of 10. Today, Adam serves as the company’s CEO. He is responsible for product strategy, technology innovation, and business development. Prior to founding Inflectra, Sandman worked as a director for Sapient Government Services, where he was in charge of development with the U.S. Marine Corps. and other government agencies, and was responsible for leading many capture teams and writing whitepapers and position statements to build Sapient’s reputation as a leader in the defense space. He studied physics at Oxford University.
