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Barriers to a Seamless Shopping Experience

Posted on 3.16.2014

Organizational, operational and technology challenges are hampering retailers’ efforts to meet customers’ demand for a seamless shopping experience across all channels and touch points according to a new study out from Accenture and hybris software (an SAP company).

The study, “Customer Desires Vs. Retailer Capabilities: Minding the Omni-Channel Commerce Gap,” showed that nearly all - 94 percent - of retail decision makers surveyed said their companies face significant barriers to becoming an integrated omni-channel company.

Even as 71 percent of the shoppers expect to view in-store inventory online according to the survey, 50 percent of shoppers expect to buy online and pick up their purchase in a physical store (as you'll see in the image below, not providing local store inventory information online can be detrimental to store visits). What's more, just 36 percent said that their companies are able to provide customers with in-store pickup of online purchases, online visibility of cross-channel inventory and store-based fulfillment of online orders.

”Increasing adoption of eCommerce and mobile technology by consumers underscores how important it is for retailers to introduce digital commerce into every aspect of their business to keep up with – and hopefully, outpace - their competitors,” said Chris Donnelly, global managing director of Accenture’s Retail Practice.

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