Accenture Study: Consumers Desire Seamless Shopping
April 17, 2013,
NEW YORK-With the practices of "showrooming" and "webrooming" evidently here to stay, consumers have called on retailers to make their shopping experiences more seamless, according to new research by Accenture.
In the company's survey, 73 percent of the respondents said they participated in showrooming, while 88 percent said they engaged in webrooming, or browsing for merchandise on the Internet first and then making the purchase in store. Forty-one percent of the participants who showroomed in the six months prior to the study said they are doing that more than they were year before, while 43 percent said they planned to increase their online shopping in the future, and 23 percent said they plan to shop more through their mobile phones.
Nearly half of the respondents (49 percent) said the best thing retailers can do to improve their overall shopping experiences is to better integrate their in-store, online and mobile shopping channels. In addition, 89 percent said it's important for retailers to allow them to shop for products in the way this is most convenient for them, no matter which channel they choose.
A whopping 94 percent of the respondents said they found in-store shopping easy, while 74 percent said online shopping is easy and just 26 percent found mobile-phone shopping easy.
Chris Donnelly, global managing director of Accenture's retail practice, said the study results show that retailers "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."