Technology integrated into retail

As a result of the evolution of the ROPO phenomenon (Research Online Purchase Offline), and as a result, more and more brands are using responsive design for their websites and e-commerce for mobile devices, considerably improving the user experience.

As retailers struggle to meet the expectations of an increasingly digital world, consumers will continue to demand greater convenience. The reinvention of retail continues, creating challenges and opportunities for this industry since the online shopping trend will continue to grow considerably, as has been happening in recent years, each year store purchases decrease 4% and those that happen in stores increase 8%. line. It is also expected that at least 40% of digital transactions will be carried out from a cell phone among the 2.6 billion smartphone users in the world, a number that is expected to double in the next three years.

Currently 9 out of 10 Internet users use the cell phone as the first point of purchase contact in an online store, but only two make their purchase on the cell phone. Potential buyers equate the quality of the shopping experience with the quality of the product they are about to buy. In that case, if the mobile sites of online stores offer a poor experience, they are missing out on opportunities and money. And it is that potential buyers end up on desktop computers so they can see more high-resolution images of the products they want to buy.

Increasing sales from mobile devices will depend on the responsiveness of online commerce to the needs of potential consumers; fast, clean and simple sites and apps promote purchases from mobile phones, so companies can attract buyers by making substantial improvements to their pages.

Although the businesses in the sector are making use of technology; It is important to take into account that, to carry out a digital transformation, it must be based on:

1. Transformation of business processes with tools that support, for example, the digitization of a process to generate greater productivity.
2. Opportunity for new business models, that is, technology must support the company so that it is capable of expanding its portfolio of products and services to generate new income options.

Technology can help simplify, companies that are able to adopt technology will reap many benefits, more complex technologies work best for supply chains. In the dynamics of retailAs in other sectors, information technologies have become a key differentiator to drive innovation and agility, building an infrastructure that allows managing, connecting and securing the information and data necessary to improve customer loyalty and the productivity of your employees.