Retailers to Focus on Consumer Initiatives in 2012, Study Says
February 17, 2012,
WASHINGTON-U.S. retailers will boost their investments in information technology, e-commerce, customer service and their mobile platforms this year, according to a report from the National Retail Federation and KPMG.
The annual study, titled "Retail Horizons: Benchmarks for 2011, Forecasts for 2012," involved a survey of 247 retail executives from various sectors. For this first time in this survey's 10-year history, retailers' websites or online channels eclipsed physical stores as the top channel for marketers (86 percent online, 81 percent brick and mortar, according to an NRF-KPMG statement). Eighty-five percent of the respondents said they will invest in programs to increase online sales, up from 83 percent last year, and 83 percent will have a greater focus on boosting mobile-commerce sales over this coming year, up from 29 percent in 2011.
These strategies are all about building customer engagement, increasing "wallet share" and accelerating sales growth at a time in which technology is playing an ever-larger role in the shopping process, according to NRF and KPMG.