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Accenture Consulting: Retail Customers Are Shouting – Are You Adapting?

Core Content

Accenture's 2015 global survey of 10,096 shoppers across 13 countries highlights the growing expectations of consumers in the retail sector. The findings emphasize the need for retailers to adapt rapidly to evolving customer demands, particularly in the areas of mobile shopping, seamless experiences, and delivery expectations.

Key Findings

Mobile Shopping Experience

• Mobile Accessibility: 40% of global shoppers used smartphones to track goods and services this year, up from 36% last year.
• Smartphone vs. Tablets: A third of shoppers increased purchases via smartphone in 2015, while only a quarter did so via tablets.
• Millennials vs. Boomers: Millennials were three times more likely than boomers to prioritize mobile channel improvements.
• Retailer Capabilities: Only 58% of retailers offer smartphone apps with purchase capabilities, while 93% have smartphone-optimized websites and 89% have tablet-optimized sites.

Seamless Shopping Experience

• Product Availability Check: 49% of shoppers this year wanted to check product availability before visiting stores, up from 27% last year.
• Retailer Performance: Only 28% of retailers provide stock availability information for specific stores, and just 4% offer in-store navigation apps.

In-Store Experience

• Order Out-of-Stock Products: 37% of shoppers want to order out-of-stock items via smartphones.
• Retailer Capabilities: Less than half of retailers have staff who can order out-of-stock items for customers, and fewer than 10% have in-store kiosks for this purpose.

Delivery and Fulfillment

• Home Delivery: The most popular delivery method is home delivery, with 56% of retailers offering next-day delivery, though only 11% can deliver on the same day.
• Click & Collect: Only 39% of retailers offer "click & collect" capabilities, and many struggle with the system.
• Returns: 57% of retailers allow returns to stores for refunds or replacements.

Grocery Shopping Trends

• Online Grocery Shopping: 61% of shoppers said they shopped for groceries online in the last two years.
• Grocery Delivery: 43% of consumers have had their grocery purchases delivered.
• Delivery Speed: 80% of shoppers prefer home delivery, while 80% of all shoppers (globally) have used online shopping.

Consumer Preferences and Retailer Capabilities

• Cool Features: Consumers value mobile-optimized websites, real-time promotions, and one-click checkout.
• Creepy Features: Tracking social media activity and showing friend feedback are seen as invasive.
• Loyalty Discounts: Only 16% of retailers automatically apply discounts at checkout for loyalty points or coupons.

Security and Trust

• Personal Information Concerns: 57% of shoppers are concerned about the theft of personal information, up from 49% last year.
• Health Data Sharing: More shoppers are willing to share health information with retailers, possibly due to wearable health devices.

Staff Interaction and Personalization

• Staff Knowledge: Over two-thirds of retailers have knowledgeable staff, but only 1% provide tablets to sales associates for customer history access.
• Personalized Shopping: Millennials are more willing to share personal data for a tailored experience than baby boomers.

Influential Brands

• Lifestyle Impact: Google and Facebook are the only two online brands that have significantly influenced shopper lifestyles, with Google having the highest impact at 57%.

Conclusion

Retailers are in a race to meet the rapidly changing expectations of consumers, who are increasingly demanding convenience, personalization, and real-time information. While some progress has been made, many retailers still lag behind in key areas like in-store experience, seamless shopping, and delivery options. As digital elements become more central to retail strategies, companies must accelerate their adaptation to stay competitive.

Study Methodology

• Consumer Survey: Conducted on a global sample of 10,096 shoppers, equally weighted across seven sectors.
• Retailer Benchmarking: Assessed 162 companies across 10 countries using nearly 200 dimensions and six key metrics.
• Timing: Both surveys were conducted in November 2015.
• Confidence Level: 95% confidence level with a margin of error of ±1‰.