Anywhere, Anytime—the Keys to True Cross-Channel Retailing and High Performance

Today’s consumers want it all. They expect the same levels of product and service from a store as from the Internet, a call center, catalog, mobile phone, kiosk or franchise. What’s more, they expect to be able to switch at will between channels in a seamless shopping experience—returning or exchanging products in-store, even if they bought them online, and canceling or exchanging orders via any channel, regardless of where they initiated the transaction.

These cross-channel shoppers are significantly more valuable than single-channel customers. They buy more often, and Accenture research reveals that in some industry segments they spend, on average, almost three times as much a month as those who use just a single channel.

Most retailers recognize that cross channel is the way to go. In one recent industry survey, a majority of respondents agreed that cross-channel retailers weather recession better, and just under half recognized cross channel’s power to boost market share. Yet too many retailers fail to recognize that true cross-channel retailing involves much more than just establishing an online presence.

True cross-channel retailing integrates all possible channels—traditional store, catalog, call center, mobile phone, franchise, kiosk or Web—so that the customer receives the same product and service excellence across all of them. True cross-channel retailers, moreover, share fact-based insights into customer preferences among all channels, managing them as one so customers always know they are dealing with a single business.

They integrate their organization and processes across all channels to create a seamless experience for the customer, regardless of channel entry point. They project a clear, cross-channel brand identity. And their growth strategy is relentlessly focused on how to maximize the value of their relationship with customers.

The rewards of taking the right approach can be substantial. Indeed, Accenture’s extensive industry experience shows that mature cross-channel retailers meet customer needs consistently across diverse channels. Leveraging industry expertise, leading practices, methodologies, technology support and training, we help retailers deliver high performance across all channels.

Our Cross-channel retailing services help our clients answer the following questions:

• Which customers use which channels?
• Are channels integrated?
• Which products and services are offered via which channels?

Cross-channel processes

• How is the direct customer interaction designed?
• What needs to be done “behind closed doors”?

Cross-channel culture, organization, incentive and control systems

• What is the “ideal” organization?
• How will success be measured?
• How are incentive systems designed per channel?
• How are businesses and employees to be moved into the cross channel experience

Cross-channel information system and tools

• Which supporting systems are needed?

Cross-channel communication

• How are integrated activities communicated to the customer?