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When an enterprise is active and able to compete in a world that prioritises prices, product availability and speed, it has a competitive edge. It need not start from scratch when it’s time to deploy a new approach, iterate a process to make it more efficient or adapt when it finds itself among new competitors. In retail, customers have ubiquitous access to products online with virtually limitless choices; many of today’s shoppers fuse together in-store and online shopping experiences. While traditional bricks-and-mortar retailers are experiencing competitive threats from pure-play digital sellers, modern shoppers are proving through their actions that online doesn’t serve all of their needs. Indeed, digital-only merchants are experimenting with physical stores, and physical retailers are experimenting with new store formats and improved digital capabilities. Physical and e-commerce retailers alike are striving to offer distinctive selling and engagement experiences to their customers.