Page 64 - Lighting-Magazine-August-2014

Retail Strategy

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Every Channel

Showrooming is so last year. The latest research from NRF Foundation

and KPMG reveals the consumer behavior to watch for next.

oday, if you’re in retail – regardless of seamlessly online and in the physical store.
what you’re selling – you have to start With technology at everyone’s fngertips, consum-
thinking “omnichannel.” According to ers are living an omnichannel lifestyle every day, and
analysis provided by the National Re- retailers must keep up or get lef behind. This trans-
Tsearch Federation (NRF) Foundation formational shif has been documented through
and KPMG (the U.S. audit, tax, and advisory frm), the research and facts gathered from various govern-
most important concept in modern retailing involves ment resources and retail industry reports.
building a brand that engages and serves customers The U.S. Department of Commerce estimates

62 enLIGHTenment Magazine | august 2014 www.enlightenmentmag.com