Cross Channel Integration: The Next Step for High Performing Retailers

In The Netherlands there are more broadband internet connections than anywhere else in Europe. Smart phone sales and Out of Home Internet usage are on the rise, and shopper demands are changing. More than ever before shoppers are looking for more: more convenience, more choice, more information. Customers are adopting trends and new technology faster than ever before, and brands are struggling to keep up with the pace.

In retail, the implication is that this is all shaping up to be a shopper driven revolution, with customers shopping online, in the store, on their mobile phones, and switching in between them without any concept of borders.

Consumers are beyond the stage where they only jump channels when moving from information gathering to the sales transaction. Today they expect more from their retail brands. During their customer journey they want to be in control of their shopping experience and have the convenience of jumping channels during e.g. the transaction stages including product selection, payment, collection and return. Cross-channel services that require the retailers to have an integrated channel strategy that will ultimately support a cross-channel dialogue relevant to that consumer.

Myth or reality?
Accenture has recently conducted research on the supply and demand for cross-channel retail services in Holland. Having interviewed more than 2,000 consumers and 20 top Dutch retailers the result was clear: as price is increasingly becoming a non-differentiating factor – consumers are looking for choice and convenience of an experience where they can be in touch with their ‘always on’ or 24x7 accessible retail brands.

On the other hand, retailers recognize this customer evolution and are developing cross-channel strategies aimed at improving the customer experience. They are moving beyond adding IT-driven online channels, and are gradually transforming into customer centric organizations, rather than focusing on product, price and bricks and mortar channel. There is a race in the European retail market, and in Holland as our research shows.

Contact Marc Plasschaert for more information.