Back-to-school sales—the second most important sales season for retailers after the year-end holidays—are now under way, and retailers in the U.S. are optimistic about what they hope will be a good shopping season.
But longer term, the big picture in retail remains murky, with marketers and merchants still working their way through the growing pains of omnichannel retail.
More than 15 years have passed since e-commerce’s arrival, and mobile shopping is now at least five years in the mainstream. Yet retailers are still figuring out how to keep up with technology and work it into the consumer shopping experience. In addition, many major retailers continue to struggle with adopting digital tools in-store and integrating inventory and systems from online and in-store sales.