News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Consumers consider connected, seamless shopping crucial
Online shopping, mobile shopping, in-store shopping - it's all just shopping to consumers who don't distinguish between each channel but who instead want the entire experience to be "seamless".
It's a tall order, says Chris Donnelly, global managing director of Accenture's retail practice, but a seamless shopping experience across multiple channels is what customers expect.
The Accenture Seamless Retail Study, conducted across eight countries, found that half (49%) of consumers think the best way to improve the shopping experience is to make sure that all channels - in-store, online and mobile - are better integrated.
In essence, what consumers want is for retailers to allow them to shop via the channel that is most convenient to them, cited by a whopping 89% of respondents. It's not just consistent branding that consumers want, but a fully connected and integrated shopping experience where even products, pricing and promotions are consistent across channels.
While almost all survey respondents said they found in-store shopping easy, and three-quarters (74%) found online shopping a breeze, mobile is proving to be the channel least satisfying with just 26% saying they found mobile shopping easy.
"In many cases we have found a significant gap between consumer expectations and reality, but we believe seamlessness is achievable," says Donnelly. "Traditional retailers must take stock of their operational capabilities. They require a presence at every stage of the customer journey to deliver a consistently personalized, on-brand experience from discovery through research, purchase, fulfillment and beyond to product maintenance or returns."
Image via Shutterstock
- Top tips to capitalize on social apps
- Mondays a favorite of fraudsters
- Reports show strong Q3, point to strong Q4
- Mobile Roundup: iOS users converting more, device adoption continues to grow
- Study: Moms looking to tech to track family health
- Study reveals global consumer attitudes to cross-border ecommerce
- Apple Pay, HCE to drive NFC-based contactless payments
- Study finds omnichannel strategy can drive more revenue
Featured White Papers
- Move Beyond Batch and Blast Emails
Like many marketers, you've included email in your marketing mix for years. But while email remains a vital channel, traditional...
- Social Media Pocket Guide
In just a few short years, the world of social media has changed immensely. We'll walk through each of the...