Every year, RSR takes a look at “the state of the store.” Our findings consistently show retailers understand the importance of creating a better in-store
shopping experience for their customers. However, in 2010 it became clear that armed with more technology than most store employees and managers, the
consumer was crafting her own experience – and much of it was outside the boundaries of the store’s four walls.

The question is no longer, “How can we make the in-store experience as satisfying as the web?” It has become, “How can we make our stores more significant
than showrooms for on-line merchants?” What do retailers identify as the best tools for improving customer engagement, facilitating assisted selling,
educating employees, and reversing a difficult trend?