How Seamless are You? - Accenture

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How Seamless are You? - Accenture

How Seamless are You?

Accenture went on a journey to understand consumer preferences to shop seamlessly across channels

and the ability of retailers to deliver that seamless experience.

Consistent Experience

Customers are able to enjoy an easy, brand consistent

shopping experience regardless of channel

Flexible Fulfillment / Returns

Retailers offer multiple fulfillment and return

options convenient to the customer

Seamless Retail Global Customer Survey:

6,000 people surveyed in 8 countries: United

States, U.K., Germany, France, Sweden,

Japan, China and Brazil.

Results analyzed by demographic, retail

segment and country.

What We Measured:

Connected Shopping

The end-to-end shopping experience

feels connected across channels

Personalized Interaction

Personalized customer promotions and loyalty

rewards across channels

How We Measured it:

Seamless Retail Global

Benchmarking:

60 global retailers evaluated

across 80 questions and 6

capabilities.

Integrated Merchandising

Assortment and pricing integrated across channels

meet customer expectations

Better, Faster, and Memorable

Retailers are testing new technology and engagement

methods to enrich the customer experience


The Seamless Consumer is a Global Phenomenon

At the geography level, there are many similarities and some differentiation

in consumer expectations of a retailer’s seamless capabilities.

Like to Shop Online (Apparel) 52% 53% 70%

Like to Shop via Mobile Device (Apparel) 11% 13% 24%

Like to Shop in Physical Store (Apparel) 86% 83% 80%

Showroomed at Least 1x in the Last 6 Months 73% 77% 85%

Flexibility to Pay Anytime / Anywhere (cash, credit, other)–

Important / Very Important

Same Day Delivery –

Important / Very Important

Think “Integrating Stores / Online / Mobile” is Where

Retailers Need to Improve Shopping Experience Most

North America EALA APAC

77% 73% 65%

24% 42% 38%

49% 48% 38%


MILLENNIALS

(1980 - 2000)

The 25 and 55-Year Old Seamless Consumers

have More in Common Than You Think

Millennials appear to be defining new behaviors that are quickly spreading to other age groups.

GEN X

(1964 – 1980)

Where There’s Divergence...

1.5x

Millennials are 1.5x more likely to

increase their mobile purchases

going forward

BOOMERS

(1946 - 1964)

3x

Millennials are 3x more

likely to be influenced

by social media

In Common...

Returns –

Percentage

Who Will

Go with

“Cheapest

Option”

Regardless

Percentage

Who are

Showrooming

More Than

They Did 1

Year Ago

48% 54%

62%

44% 39% 41%

Percentage Who

Would Use Real-

Time Product

Availability to

Influence How

They Shop

Percentage of

Consumers

Who Would

Shop Online

or Via Mobile

if They Want a

Product Outside

of Business

Hours from Their

Favorite Retailer

93%

90%

84%

37% 37% 34%


Price Still Rules in a Seamless World

At the end of the day, price is still the greatest determining factor in a consumer’s purchasing decisions.

What

Influences

You Most

Where / How

You Shop?

Price

Location (I only shop

stores that are nearby)

Product brand name

Knowledgeable in-store associates

Retailer’s overall brand image

Customer reviews

In-store product demos

Virtual / video product demos

What my friends or family have

bought or want to buy

None of the above

3%

11%

10%

9%

7%

6%

3%

2%

18%

32%

$

Best price

Shipping costs

Quick and easy payments

Easy to navigate site or app

Best products

Access to customer reviews

Filtering my search based on

features that matter most to me

Simple view, especially

on small screens

Web chat customer support

Interactive video product

demonstrations

Remote QR code ordering

When Purchasing

Online or via Mobile

Device, What

Influences Your

Purchase Decisions?

4%

10%

9%

(Multiple Responses)

22%

19%

41%

38%

36%

30%

59%

72%


Consumers Increasingly Expect Integration of

the Big Three (Product, Promotion, and Price)

Beyond just seeing a consistent brand across channels, consumers expect a fully integrated and connected shopping experience.

Product

Assortment

Promotions

(discounts, sales)

Price

(including tax

and delivery)

Consumers who report having an account

45% completely connected between purchases and

loyalty points both Online and In-Store.

43%

In-Store Online Mobile Device

51% 81%

Expect it to be the

same across channels

49% 45%

Expect it to be the

same across channels

Expect it to be the

same or less In-Store

Expect it to be sometimes

different across channels

63% 83%

Expect it to be the

same across channels

Expect it to be the

same or more In-Store

Consumers who report having one account

for use In-Store, Online, and Mobile Device to

make check out easy and faster.


Seamless Means Personalization at

Every Touchpoint, and That’s OK

Consumers desire personalized experiences through every engagement channel – tailored to their needs and preferences.

Percentage of consumers who report

desiring the following personalization

from retailers, across all channels:

55+ 45 55%

53+ 47

53%

45+ 55

45%

43+ 57 43%

I can receive unique pricing,

automatic discounts, free

returns, or pre-sales based on

my loyalty / purchase history

I can earn and use my loyalty

rewards In-store, Online or

on a Mobile Device

My account is completely

connected between

purchases and loyalty points

both Online and In-Store

I may have one account to

use In-Store, Online, and

on Mobile Devices to make

check out easy and fast

Percentage of consumers who report

the following currently influence or

may influence in the future:

90+ 10

90%

90+ 10

90%

59+ 41

59%

50+ 50

50%

45+ 55

45%

In-Store Offer

E-mail Coupons

Text Offers

Mobile Banner Ads

Online Pop-Up


Retailers Have Focused on the Easier Capabilities –

Now It’s Time to Address the Tougher Ones

Our research shows that retailers have underinvested in 4 out of the 6 dimensions that consumers are demanding.

Department

Grocery/Drug

Hardgoods

Hyper/Mass

Softgoods

Foundational Leading Edge

Consistent

Experience

Connected

Shopping

Integrated

Merchandising

Flexible

Fulfillment/Returns

Personalized

Interactions

● Absent ■ Underdeveloped ★ Developed ◆ Advanced

Better, Faster

and Memorable

◆ ■ ■ ■ ★ ■

◆ ● ● ■ ★ ●

◆ ■ ■ ■ ★ ■

◆ ■ ■ ■ ★ ●

◆ ■ ■ ■ ★ ■

Most important based on

consumer feedback

Where retailers have

invested the most

✚ Highly Advanced


DEPARTMENT

STORES

SPECIALTY–

HARDLINES

SPECIALTY–

SOFTLINES

DISCOUNT/

MASS

MERCHANT

GROCERY/

CHAIN DRUG

Retail Segment Matters

When Investing in Seamless Capabilities

Not only do retailers’ seamless capabilities differ by segment, but so do consumer expectations.

2.0

Seamless Capability Score

1.0

Relationship Between Consumer Online Channel

Preference and Seamless Capabilities

0% 50% 100%

Percentage of Consumers Who Prefer Online Shopping

As consumers

migrate their

seamless shopping

habits across

retail formats, the

question is who will

be ready for them?

Insights...

Retailers that

are ahead of the

curve stand to

benefit the most by

differentiating from

their competition

and positioning

themselves to

build the highest

customer loyalty.


Becoming Seamless Isn’t an “Either / Or”

to a Sound Value Proposition

Seamless capabilities are critical for a Retailer’s success, but the fundamentals still matter.

UNDERLYING CUSTOMER

VALUE PROPOSITION

+ +

BRAND

#1

#1

BUSINESS STRATEGY

Looking ahead, retailers should be excited yet pragmatic about what seamless means for their business.

#1

#1 #1

#1


Seamless Will Lead to Collaboration across Retailers

and with Existing and Emerging 3rd Parties

Retailers will need to seek out strategic partnerships to build better, faster, and memorable emerging capabilities.

When the Consumer Says…

“81% of us rate as Important

or Very Important the flexibility

to pay for product anytime and

anywhere, using cash, credit, or

other payment types

(e.g., mobile wallet)”

“80% of us rate as

Important or Very

Important the ability to

pick up or arrange for

delivery of our purchase

regardless of how we paid”

…It Means These Non-Core

Capabilities Take Added Importance…

TRACK

YOUR

ORDER

Mobile Wallet

Payment Processing

Integration of Banks/

Creditors/Loyalty/Apps/

Smartphones/POS

Ability to Schedule

Assets/Labor Around

Variable Demand

Customer Order

Management

Delivery Assets/

Delivery Routing

...And This Type of Cooperation

Becomes the Future


The Efficient Innovators Will Win the Seamless Game

Consumers are quick to change their priorities and expectations of retailer capabilities.

Gather loyalty

points or savings

as you shop

based on current

promotions

Which of These Would You Use if Offered on Your Mobile Device While In-Store?

Offer real-time

promotions you

might be eligible for

(e.g., buy 2 get 1

free, coupons)

88%

88%

Post what you like to Facebook or Twitter

(pictures of products, special offers, new

products, etc.)

Tell me if I scanned something that I

should NOT buy based on dietary or

religious restrictions, etc.

Order out-of-stock

items in-store for home

delivery, or store items

into your wish list

38%

82% 79%

43%

61%

Pay with

your

phone at

checkout

62%

Shopping list and

find items in the

store (item locator

and navigation)

63%

Provide product

suggestions to

manufacturers

77%

74%

71%

Scan products as

you put them into

your shopping cart

View other

customer’s

ratings and

reviews

Order whatever

products you need from

a single retailer, even if

they are not normally

carried by the retailer

Suggest complementary

products based on what I

already scanned into my

basket / shopping cart

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