In-store digital experimentation is well underway, and digital business leaders have the technical know-how and an increasingly cross-functional view to lead these initiatives into full-scale rollouts.
In this report, Forrester lays out the current state of digital store initiatives and the promising opportunities a digital store evolution represents for retail, including:
- Harnessing digital store tech to help associates be productive and create better in-store customer experiences;
- Investing in services that connect with and leverage enterprise systems; and
- Driving the store agenda with new digital touch points.