To step up customer-centricity efforts, retailers must use channels in tandem if they want to deliver personalized experiences.

This was according to “Shopper-First Retailing: What Consumers Are Telling us About the Future of Shopping,” a report from SapientRazorfish, part of Publicis.Sapient. The study is comprised of three sources: shopping activity of more than 300 million shoppers worldwide; the preferences and motivations of 6,000 shoppers across six countries, and 27 interviews with retail experts in technology and customer experience.

Retailers struggle with a rapidly evolving set of customer shopping habits, especially as connected customers shop the apparel, housewares, and health and beauty categories. By better leveraging technology and insight into consumer behaviors however, retailers will be positioned to create a customer-centric business, the report revealed.

“With the fluid demands of today’s always-on consumer, it’s imperative that brands not only evolve with the trends, but also anticipate them and refine their strategies accordingly,” said Chris Davey, chief strategist, Publicis.Sapient. “Our findings…