NRF's Shay Plays Up Convergence of Retailers' In-Store, Online Strategies for Holidays
The National Retail Federation expects some 20 percent of holiday sales to be generated online, said CEO Matthew Shay, playing down differences between digital and physical stores on a Thursday call. Online is “growing and substantial,” said Shay, saying retailers…
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are increasingly taking a “holistic” view: “Customer engagement is the key metric and that can be achieved in a number of ways.” The world is becoming “increasingly agnostic as to whether it’s in store, online, or buy online, pick up in store,” he said, predicting blending and converging of the channels will “accelerate this holiday season.” BOPIS has been a “huge win” for consumers and for retailers who can use stores as a distribution point, said the executive. It’s part of an extension of brick-and-mortar retail to engage with consumers through new technologies and services that making shopping more convenient.