A study by IDC Retail Insights has revealed that Western European retailers are actively embarking on their digital transformations and creating ‘omni-channel’ environments that allow consumers to buy in the way they want.

As a result, the report says, IT systems will need to be adapted to provide a single view of order, customer, and inventory data. It also says best-in-class retailers are working hard to increasingly digitalize physical stores, equipping sales staff with mobile capabilities and replicating personalized online engagements within retail outlets.

Ecommerce is a major area of investment and retailers are also looking at mobile commerce as a way of enhancing the customer experience. IDC also notes that fulfilling complex customer order requirements across multiple and different customer touch-points has recently emerged as a challenge for retailers.