According to the '2012 Global Powers of Retailing' report from Deloitte Touche Tohmatsu, in conjunction with Stores Media, retailers have learned to succeed in emerging markets like China and India as they significantly customise their market models and product offerings to meet local needs and preferences.
Most leading retailers now operate across multiple channels - stores, catalogues, online, call centers, social networking, digital displays, mobile - but few understand how consumers are using and shopping across each of these channels. And even fewer retailers have a seamless, consistent, and comprehensive multi-channel strategy.
The report also mentions that as consumers become savvier, they are increasingly taking charge of their shopping experience, identifying and exploiting different sources of information and channels.
Shortly, it is likely that consumers will use a mobile device to get real-time inventory information about the closest stores or to order a product while in a store and have it delivered at home.
Since customers do not distinguish between channels, the report points out, retailers will have to support seamless integration among all their channels, such as access to their full range of products, customer information, and order information.