Seamless commerce strategies key to retailers’ success, says report

The report entitled “Navigating the Future of Frictionless Commerce in Asia Pacific: How Retailers Are Influenced by Customer Experience, from Technology to Sustainability” examines how businesses and consumers adapt to changing conditions.

The report examines how businesses and consumers in Asia Pacific are implementing these fluid trading strategies across different markets and geographies.

Anson Bailey, Director, Consumer Goods and Retail, KPMG Asia Pacific, explained that the emergence of seamless retail, coupled with the digital transformation that is driving extraordinary progress in the sector, has put the customer at the center of attention, ushering in a new era.

Noting that this used to be a differentiating factor, he said that seamless retailing – defined as a brand’s ability to recognise and integrate the customer journey across multiple platforms and services – is now a core expectation in most of the markets surveyed, making it the new benchmark for retailers of the future.

Social media, delivery innovations, apps, websites, automated messaging and other digital interactions are expected to integrate seamlessly with traditional brick-and-mortar stores, he added.

“Putting customers first by implementing seamless, connected capabilities across the organization is no longer just a competitive advantage; it’s a requirement for those who want to lead in the marketplace,” he added.

He says the report aims to help the industry identify opportunities and drive innovation to create more successful experiences and customer journey maps.