TV is in the middle of a technology revolution which has the potential to completely change the TV-viewing culture and experience. A range of technologies is contributing to this revolution including Connected TV, HDTV, 3DTV, time-shifted viewing and the ability to watch TV programs on a number of devices.

These are having a significant impact on how TV manufacturers, established broadcasters, advertisers and researchers engage with their target audiences. The capacity to entice consumers to vote, bet and buy (via tablets and smartphones) while watching TV means that the global TV landscape is offering broadcasters and brands new and unique business opportunities.

The first 2012 edition of our magazine, TechTalk, is now out, exploring current trends, issues and market developments affecting technology organisations today. In this edition we take a closer look at the customer purchase journey for technology products, with a particular focus on retail (read it here).

Retail, both online and offline, represents the part of the customer journey where value is ultimately generated and money changes hands. Given the current tough trading environment technology brands are facing across markets worldwide, it is hardly surprising that there is so much interest in how retail is evolving. Retailers are feeling the effects of disruption as technology itself changes the way consumers shop for technology products. It is this which sets the topic for the lead article where we explore the nature of these changes and set out a vision for traditional ‘bricks and mortar’ stores through an omnichannel approach.

There is little doubt that online now forms an integral part of the retail experience for many consumers, particularly in Western markets.  In 2011, UK online trade accounted for 12% of all retail, the highest in Europe[i], and this trend only looks to increase with the inexorable rise of mobile commerce that recently achieved the milestone of over 5% during Q4 of last year[ii].

Using the internet for retail has become so commonplace that for many, the added benefits of convenience, easy research ability, and price comparison tools outweigh the effort required to physically visit the traditional bricks-and-mortar store.

But is online delivering everything consumers need from a shopping experience?  As we move further into the digital age, consumers expect a personalised, tailored and social shopping experience regardless of the medium through which it is conducted.