Cambridge Business Association
Four Digital Enablers
Report

Four Digital Enablers

Bringing Technology into the Retail Store

Peter Burggraaff, Marc Schuuring and Bill Urda
Boston Consulting Group, 2015
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Recommendation

Digital technologies in retail can help form better connections with customers and improve operational efficiency. In this report, Peter Burggraaff, Marc Schuuring and Bill Urda from The Boston Consulting Group describe available digital solutions and suggest four ways for retailers to maximize the impact of digital strategies in their stores. Some of the presented ideas might not be new to seasoned retailers. Yet getAbstract still recommends these digital approaches to both brick-and-mortar store operators and online retailers who want to provide their customers with an improved and fully integrated shopping experience.

Summary

Digital technologies are transforming customers’ shopping preferences. While brick-and-mortar stores are exploring ways to implement digital technologies to engage with tech-savvy consumers, online retailers are setting up physical stores to provide “tangible experiences” to their customers. Both offline and online retailers aim to achieve the same goal: provide consumers with personalized and “seamless shopping experiences.”

Four strategies can help. First, allocating funds toward R&D helps retailers focus on technological...

About the Authors

Peter Burggraaff is an associate director at the Boston Consulting Group’s office in Amsterdam, where Marc Schuuring is partner and managing director. Bill Urda is a knowledge expert and team manager at BCG.

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