New research from Accenture has reinforced that consumers want a seamless shopping experience across store, online and mobile but retailers are struggling to integrate these shopping channels hence failing to meet consumers’ expectations.
According to the study physical store locations still can be considered as a vital asset that can be exploited by retailers in competition with pure play e-commerce operations. Additionally half (49%) of consumers believe the best thing retailers can do to improve the shopping experience is to better integrate in-store, online and mobile shopping channels. In order to achieve this Chris Donnelly, global managing director of Accenture’s Retail practice, suggests that “retailers require a presence at every stage of the customer journey to deliver a consistently personalized, on-brand experience from discovery through research, purchase, fulfilment and beyond to product maintenance or returns.”
