2024-05-06T07:09:36-04:00 https://archinect.com/news/article/4535826/who-owns-the-consumer J. James R. 2011-04-29T00:03:43-04:00 >2011-04-29T17:11:54-04:00 <img src="https://archinect.gumlet.io/uploads/n1/n1ep1rcygx6zjlj2.jpg?fit=crop&auto=compress%2Cformat&enlarge=true&w=1200" border="0" /><em><p>The danger today comes from a shopper who walks into a store as if it were a product showroom. She pulls out a smart device and begins scanning barcodes using the Red Laser or Shopsavvy mobile app. She researches specs, prices and recommendations, and then makes a purchase from a low-cost retailer. Consumers are redefining how they shop and retailers are racing to catch up.</p></em><br /><br /><p> At the Retail Technology Conference, which happened April 13-15, retailers were coping with a new phenomenom regarding shopping habits&mdash; how smartphone-enriched shoppers are treating bricks-and-mortar retailers like galleries and museums. Macy's CEO, Terry Lundgren, says that traditional stores have to be as interesting as the online experience in the age of wireless.</p> <p> &nbsp;</p> <p> This interaction of consumer with retail store, mobile phone and wireless internet is referred to as "omni-channel." But, all is not necessarily lost. Brian Kilcourse, of RSR Research, says that 95% of all retail purchases are still fulfilled through the store. Given the fast growth of "omni-channel" shoppers, there are more consumers who are increasingly knowledgeable about both price and information.&nbsp;</p> <p> &nbsp;</p> <p> Perhaps, the most interesting and most relevant architectural tidbit is this, "retailers need to be able to understand and see into the consumer&rsquo;s pathway to purchase, and this cannot be done only after a t...</p>