Skip to Main Content
Access your saved content
Accenture’s 2014 seamless retail survey examines how today’s top retailers can improve the customer experience – for starters, matching in-store shopping to the convenience of online.
In Accenture’s latest study examining the trends in retail, 21 percent of U.S. shoppers said they plan to increase their in-store purchasing, up from just 9 percent of shoppers in a similar survey in November 2012.
Chris Donnelly, global managing director of Accenture’s Retail practice, said, “In order to ensure that they [traditional retailers] offer shoppers a seamless retail experience, retailers must work hard to differentiate the shopping experience they offer compared to the online pure-plays.”
View the summary of the U.S. results in the Infographic.
View the news release.
Accenture’s study of U.S. shoppers identified a number of key trends in retail:
Bringing the Online Experience into the Store – 19 percent of shoppers said they are using “click and collect” services more often than in the previous year.
Showrooming vs Webrooming – 78 percent of U.S. shoppers had webroomed in the 12 months before the latest survey, while 72 percent had showroomed.
Product Delivery: “The Amazon Effect”? – more than half of respondents said that free delivery was the most important delivery option, even if they have to wait longer for their purchase.
Retailers Still Need More Seamless Operations – 51 percent of shoppers expect a retailer’s product offering to be the same across different shopping channels.
Convenience Drives Online, and Mobile Shopping Becoming Easiest – convenience is still the biggest driver for shopping online, but respondents ranked it as less important than in the latest survey.
Even as online shopping continues to grow, more U.S. shoppers plan to make purchases from physical retail stores in the future, according to the latest seamless retailing survey results.
When asked what retailers need to improve on the most, 40 percent of respondents ranked improving the in-store customer experience as first, compared to just 16 percent who said the same of online shopping.
February 3, 2014
Skip Footer Links