Retailers not using technology to respond to buying patterns

A recent study by Zebra Technologies has revealed UK retailers are perhaps not as rapidly responding to consumer changes in buying as they could. When it comes to excess summer stock, prices could be altered to clear stockrooms and make way for the new season.

"The ability to mark prices up or down quickly according to unseasonable weather or other macro-economic changes is essential to staying profitable. This year's wet summer is a prime example of why this approach is critical to remaining competitive," said Rebecca Brookes, retail manager for Zebra Technologies. "If retailers don't react quickly they can lose valuable sales and are left with excess stock."

Zebra Technologies is the leader in wireless solutions for tracking and managing enterprise assets. The study further revealed 70% of retailers are not planning to implement wireless networks in-store. Brookes added: "Retailers shouldn't be surprised by a long, wet summer in Britain. When the technology exists to share information and update prices quickly and accurately, being unprepared for the weather simply isn't an option any more."