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.