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Always on the go, retail shoppers demand engaging digital content, easy access and fast fulfillment—a seamless customer experience across channels, 24/7.
The nonstop customer has continually changing shopping expectations, refined through social interactions, online browsing via smartphones and the in-store experience. This leaves many retailers struggling to keep up with consumers that are always “on”—24/7.
When Accenture asked participants at the 2014 RILA Leadership Forum to name the single biggest obstacle to meeting customer needs, a majority cited prioritizing IT investment. While technology is the key to creating the seamless, tailored experience that customers want, retailers can be distracted by the sheer speed of digital developments.
View the accompanying infographic to see a snapshot summary to achieving 24/7 success.
Accenture’s seamless journey starts with understanding customer preferences and ends with helping retailers deliver that seamless experience. View the full results of our research study at www.accenture.com/seamless.
No one can predict the digital future, but we’ve identified three steps—in a “24/7” paradigm—that can help retailers prepare for it.
The “2” goals of any investment should:
These goals should align with the “4” pillars of the seamless customer experience, identified from Accenture research:
Finally, with the goals and pillars in sync, retailers can begin to leverage the “7” building blocks of success:
The game plan to achieving this 24/7 success in the retail marketplace suggests that retailers are no longer defining the customer experience—but rather, the customers are doing it for themselves.
Although the pace of digitalization is increasing, retailers can systematically evaluate their goals and objectives to ensure they align with core customer needs and expectations. By establishing the building blocks of nonstop, 24/7 success, retailers will be equipped to tackle the challenges of the next wave of the digital revolution.
April 1, 2014
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