Fragmented communication between stores, warehouses, and delivery operations is one of the biggest hurdles in modern retail. This was the key takeaway from a recent survey of retail leaders conducted by Zebra Technologies and Aberdeen Research.

The research revealed that data silos have become the norm in omnichannel retail operations, which is having a significant impact on frontline productivity and hampering the customer experience.

Consider the following scenario. A customer visits a store to purchase a product, only to find an empty shelf. Unbeknownst to the store associate, the warehouse has plenty of stock available, but disconnected systems mean the store hasn’t received an updated inventory record or triggered a replenishment request. The customer leaves empty-handed, the retailer loses a potential sale, and valuable stock sits idle in the warehouse.

This scenario is all too common across modern retail operations. But best-in-class retailers are countering this by introducing software that breaks down silos, connects their frontline staff, and streamlines their operations.

The most successful retailers are striving for a ‘connected frontline’ – meaning all their hardware, software, and data is part of one integrated system, rather than a patchwork of disconnected tools. 

In fact, our research shows best-in-class retailers are 85 per cent more likely to run one, fully integrated system across their stores, warehouses, and delivery operations, when compared with average retailers. By giving their associates access to real-time data across the entire retail operation, best-in-class retailers deliver better customer experiences.

The results show that connected frontline teams clearly outperform siloed teams in several critical areas.

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