New research has revealed that despite continual and significant investment, only three per cent of retailers in the UK have been able to make a profit while fulfilling omnichannel demand.
In a survey conducted by JDA and PwC, only 10 per cent of global retailers questioned said they were able to achieve both profits and omnichannel fulfilment.
Furthermore only 12 per cent of chief executives say they are able to provide a seamless shopping experience across all channels, with many finding omnichannel too expensive and complex opting to scale back.
Despite this, retailers are continuing to invest heavily in new technologies.
Eighty-five per cent of retailers surveyed in the report state that mobile engineered applications, big data and social media are their key focuses for investment.
“The investment in digital technologies was a major undercurrent within this year‘s survey results,” JDA‘s Lee Gill said.
“This is no surprise, since retail CEOs understand just how important it is to invest in the technology that will improve the customer experience, particularly in store.
“The report findings also reveal the continued balancing act retailers are struggling to maintain with ensuring omni-channel excellence and profitability – all while meeting the demands of the modern shopper and keeping pace with the digital transformation underway across the supply chain.”