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Retailers ‘struggling to harness technology’

Written by Anthony Strzalek
10/02/2017

Almost half of UK retailers are not experiencing the benefits of technology due to poor implementation, according to new research.

A survey commissioned by eCommmera and carried out by research firm Coleman Parkes, found that 46 per cent of UK retailers said their tech stack is inhibiting growth, with 64 per cent increasing tech investment to tackle the issue.

Website stability, customer experience and improved analytics were cited as the key focus areas as retailers continue to try and harness the power of technology.

Annabel Thorburn, director of consulting at eCommera, said: “For decades we’ve been told that technology will be key to growth for many retailers. But the reality is current tech is yet to deliver on this promise for many.

“This is usually down to two reasons. Firstly many retailers still rely on clunky legacy infrastructure that is no longer fit for purpose in the digital age. But the bigger problem is that even when retailers have purchased the latest and greatest tech, it often isn’t being implemented properly.

“The detrimental effect of these technology choices extend far beyond the boardroom, with the customer experience being the hardest hit. Whether it’s addressing slow site speeds or drawn out payment processes, the project cycles to make simple changes are taking too long. The retailers who fail to address these systemic challenges now will face losing customers and fail at acquiring new ones.”

For the survey 200 UK retailers with revenue over £100m were interviewed on their attitudes and use of technology.



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