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Seamless retail research report 2015: Maximizing mobile to increase revenue

Seamless retail research reveals gaps in the digital experience and identifies how retailers ought to maximize mobile.


According to new Accenture research, one well-executed initiative might help retailers increase online and in-store sales.

Citing results from separate studies of consumers and retailers, this executive summary explains why “maximizing mobile”—making it easier and more fruitful for customers to purchase goods using smartphones and tablets—could be one of the most profitable steps retailers can take.

Read the executive summary and watch this video for quick insight into the key findings of our research.


In 2015, we released our third annual Seamless Retail Research—reflecting both consumers’ sentiments and retailers’ ability to deliver. Nearly ten thousand consumers on five continents provided shopping-related insights.

To better understand how retailers are meeting consumer expectations, we also conducted a Retailer Capability Benchmark—an assessment of nearly 190 retailers in 13 countries.

Across these two communities (global retailers and their customers) several findings stand out:

  • Digital commerce is up.

  • Store traffic is down.

  • Customer views about buying convenience, delivery options and transaction costs are shifting rapidly.

However, one of the most impactful observations may be this:

Enhancing customers’ ability to shop using smartphones and tablets could help retailers increase digital and in-store sales.

Key Findings

Today’s (and probably tomorrow’s) consumers want mobile devices to help them shop at home, on the run, and inside the store.

What they don’t want is a number of experiences that vary depending on which device they use—or in-store excursions that don’t accommodate the use of smartphones or tablets. Or perks available in one channel, but not in another.

The three key takeaways from the research are:

  1. More consumers want to shop using smartphones and tablets.

  2. The more consumers use mobile devices, the more they desire seamless retailing.

  3. Consumers want the ability to use their mobile devices as part of their in-store shopping experience.


Critical fix: Optimize your shopping environments for smartphone and tablet use.

One of the most important inferences to be gleaned from the consumer survey and retailer assessment may be that no part of today’s retail experience excludes personal technology.

There are multiple ways for retailers to improve sales. However, there also is an increasingly important common denominator: Mobile technology.

  • To help increase online sales

  • To bring more customers into the store

  • To help close in-store sales

  • To keep the customer in your retail ecosystem