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How to make money in a seamless world?

Accenture shares results of 2015 Seamless Retail Research Survey. Insights on retail trends, connected shopping and customer experience.


Accenture went on a journey to understand consumer preferences to shop seamlessly across channels and the ability of retailers to deliver that seamless experience.

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Consumer Research Survey
Accenture surveyed nearly 10,000 adult consumers in November 2014 in 13 countries around the globe: Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, South Africa, Spain, Sweden, United Kingdom and United States.

The survey targeted respondents who shop in a multi-channel way and use the internet and their smartphones regularly.

Retailer Capability Assessment
As part of this research, Accenture conducted a capabilities assessment at almost 190 global retailers across seven industry segments: Apparel & Accessories, Consumer Electronics, Department Stores, Discount/Mass Merchants, Grocery, Drug Stores and Home Improvement.

We measured these retailers based on their abilities to provide: a consistent experience, connected shopping, integrated merchandizing, flexible fulfillment/returns, personalized interactions, and a better, faster and memorable experience.

Global Findings

Geographic Findings

Segment Findings



Millennials are more interested in shopping in store than their elders. But they also intend to make more purchases online in the next 12 months.

Generation X

GEN X shoppers think scheduling delivery is very important. The options they would most often utilize are scheduling for peak-hour delivery and pick up at a collection point.

Baby Boomers

Baby Boomers are not very comfortable releasing personal information. Yet a significant portion can’t wait to receive real-time promotions to their mobile phone while shopping in stores.