Consumers Think Retailers Need to Improve Their Cross-Channel Integration

April 18, 2013

This article is included in these additional categories:

Asia-Pacific | Data-driven | Europe & Middle East | Global & Regional | Mobile Phone | Personalization | Retail & E-Commerce

Accenture-Consumers-Cross-Channel-Retail-Apr201349% of US consumers believe the best thing that retailers can do to improve the shopping experience is to better integrate in-store, online and mobile shopping channels, details a survey conducted by Accenture. That notion is shared by 48% of consumers in the UK, Germany, France, Sweden and Brazil, and 38% in China and Japan. The results point to a desire for an increasingly seamless cross-channel experience, where personalized experiences are provided across every engagement channel.

For example, 53% of consumers want to receive unique pricing, automatic discounts, free returns, or pre-sales based on their loyalty/purchase history – across all channels. Similarly, 53% want to be able to earn and use their loyalty rewards in-store, online or on a mobile device.

Consumers also expect integration of product, promotion, and pricing across channels: 51% expect product assortment to be the same across the channels, while 49% share that view of promotions and 63% of pricing. Nevertheless, there seems to be higher expectations placed on the online channel: 81% expect product assortment to be the same or less in-store, while 83% expect price (including tax and delivery) to be the same or more in-store.

Other Findings:

  • US respondents are more likely to say they like to shop in a physical store (86%) than online (52%) or via a mobile device (11%), when shopping for apparel. American teens seem to feel the same way.
  • 94% of US consumers find in-store shopping easy, compared to 74% for online shopping and 26% for mobile shopping.
  • 89% of US respondents said it is important for retailers to let them shop for products in the way that is most convenient for them, no matter which sales channel they choose.
  • 73% of US respondents reported showrooming at least once in the 6 months prior to the survey, a figure that rises to 77% among respondents in the European markets and Brazil, and 85% among those in China and Japan.
  • Same-day delivery is important or very important to only 24% of US consumers, aligning with research from Boston Consulting Group showing similar apathy to same-day delivery.

About the Data: The data is based on a survey of 6,000 consumers across 8 countries, conducted in November 2012. There were 750 respondents in the US.

Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This