Within 5 Years, 75% of Retailers Plan to Identify Customers when they Walk in the Store, According to Boston Retail Partners’ 2014 CRM/Unified Commerce Benchmark Survey The 2014 CRM/Unified Commerce Benchmark Survey of top North American retailers offers insights into retailers’ current state and planned initiatives, priorities, and future trends that relate to customer relationship management (CRM) practices associated with the retail industry’s shift to Unified Commerce.

1. Comprehensive Retail Consulting
1©2014 Boston Retail Partners. All rights reserved
This is Unified Commerce!
(based on results from BRP’s 2014 CRM/Unified
Commerce Benchmark Survey)

2. Comprehensive Retail Consulting
2©2014 Boston Retail Partners. All rights reserved
This is Unified Commerce!
 Customers have forced
a fundamental
reshaping of retail,
demanding a seamless
convergence of the in-
store and digital
experiences that
transcends channels

3. Comprehensive Retail Consulting
3©2014 Boston Retail Partners. All rights reserved
Where are you?
 Where are you on the journey to
deliver Unified Commerce?
 Are you farther along the path than
your competitors?
 Has your organization unified
enough to offer your customers a
seamless shopping experience?

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4©2014 Boston Retail Partners. All rights reserved
A Unified Approach
 Achieving Unified Commerce requires
a “unified” approach within the
organization:
• Strategic Customer Initiatives
• Technology
• Business Processes
• Execution

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5©2014 Boston Retail Partners. All rights reserved
Customer Experience Rules
 Offering customers a seamless
experience and ability to easily shift
from one touchpoint to another
28%
16%
3%
62%
63%
72%
0% 20% 40% 60% 80% 100%
Use Mobile Marketing
Have Real-time Retail from POS
Identify Customers Walking in Store
Overall Customer Experience Initiatives
Today Plan in 5 Yrs

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Top 3 Current Initiatives
 Customer experience is the driver
95%
69%
63%
0%
20%
40%
60%
80%
100%
Customer Experience/
Customer
Engagement
Customer Analytics
(Lifetime Value, RFM,
etc.)
Customer
Segmentation
Top 3 Current Initiatives

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Analytics is Key Enabler
 Real-time analytics allows retailers to
perform analysis on the customer,
transaction and inventory data as it
streams in
61%
41%
31%
0%
10%
20%
30%
40%
50%
60%
70%
Real-time analytics Real-time retail from POS
(Amazon experience at the
store)
Ability to identify customers
when they walk in the store
via their smartphones
Initiatives Planned for Next 2 Years

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Engaging the Customer in Real-time
 Real-time engagement requires
capture of customer data and
preferences at every touchpoint
56%
50%
45%
41%
0%
10%
20%
30%
40%
50%
60%
Mobile Marketing Customer-Facing
Technology
Analytics/ Dashboards/
Business Intelligence
Campaign Management
CRM Technology Planned for Next 2 Years

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Yes - within 12
months
5%
Yes - within 1-3
years
10%
Yes - meframe
unclear
11%
No plans at this
me
74%
Plans for Marke ng Technologist Role
Marketing and IT Collaboration
 Unification is helped
by creating senior-
level role responsible
for developing
marketing technology
strategy and
evaluating and
implementing
technology solutions

10. Comprehensive Retail Consulting
10©2014 Boston Retail Partners. All rights reserved
Unified Commerce is the Mantra
 Retailers that successfully deliver
Unified Commerce will have done so
by adopting a unified approach:
• Unified initiatives
• Unified processes
• Unified technology
• Unified execution

11. Comprehensive Retail Consulting
11©2014 Boston Retail Partners. All rights reserved
Internet of Things is Next Big Thing
 IoT shifts the customer
experience as marketers
can now interact with
customer after the
purchase through
communication with the
item purchased

12. Comprehensive Retail Consulting
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Download the full report at
http://bostonretailpartners.com/resources/crm-unified-commerce-benchmark-survey/