Empowered by new technologies, consumers now routinely use several channels to make a single purchasing decision. The compelling value of smart mobile
technologies in particular is that they are with the consumer wherever she goes. That enables a fundamentally different shopping experience. And it
means that for the first time since the barcode, retailers are challenged to think about how their operations models are constructed.

In this study, RSR sought to gain an understanding of how retailers are coping with these new challenges and the subsequent pressure to rapidly increase
their cross-channel capabilities.