By Bernadette Wilson, associate editor, Business Solutions magazine

Scott Holt, VP of marketing at ROAM, an Ingenico company, says taking a little time to understand your retail IT clients could pay off with big returns. He points out VARs and other IT solutions providers who understand the current demands their retail clients are facing will have a competitive edge.

“Retailers need to enhance the consumer experience — in store and out of store,” Holt says. “And they’re moving as soon as they can to do that.”

Consumers, who shop online, make purchases with the assistance of an associate with mobile point of sale (mPOS) on the sales floor, buy things at outdoor kiosks — as well as shop in brick-and-mortar stores — are demanding a seamless shopping experience.