[Whitepaper] The Mid-Year E-Commerce Outlook for SMB Retailers
The urgency with which brands are adapting to omnichannel digital commerce reflects the fact that not only are they facing competition across the spectrum of brands large and small, their customers too are increasingly demanding a high standard of cross channel integration. Digital transformation is at the forefront of retailer's efforts in 2016, quite simply because it cannot be ignored.
Every year, the eTail team surveys its audience to learn about the tools and technologies they're implementing, the goals they're chasing, and the results they're seeing. Concentrating on small to medium business retailers with annual revenues below $100 million, this report analyzes how brands are seeing success with content-based marketing, omnichannel capabilities, and new marketing techniques.
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As the market penetration of smart phones continues to increase, and retail giants such as Amazon continue to raise the bar around convenience, customer retention, and fulfillment, these rising tides are forcing every retailer to lift the standards of their technology and customer service. While several years ago the website may have served as a standalone digital presence for a retailer, in 2016 it’s simply one of the larger touchstones of an omnichannel customer experience that has come to be fully expected by the consumer.