Forrester: Stores Still Important To Tech-Challenged Retailers

Market research firm Forrester has released its report, “The State Of Retailing Online 2019: Omnichannel, Marketing, And Personalization,” a look at how retailers and digital business professionals are thinking about and investing in stores and online, which indicated that 54% of retailers plan to open new stores in 2019.

Other key findings include:

  • Omnichannel is a work in progress, and, although they are investing in order management and other technologies to deal with the issue, inventory accuracy and planning systems still constitute a retail challenge.
  • Retailers still face hurdles with respect to personalization such as limited data, infrequent visits even from their best customers and product catalogs that are too small to drive conversion substantively.
  • The digital marketing landscape remains difficult to navigate with retailers trying to gain traction primarily with Facebook and Instagram.