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Retailers Failing to Meet Customer Mobile Demands: Accenture
Retailers are failing to meet consumer demand for increased convenience while shopping with mobile devices, according to new Accenture research.
The Accenture Adaptive Retail report showed that 40 percent of consumers use smartphones while shopping, a 10 percent increase from the previous year.
The number of shoppers who want more retail services via mobile devices, particularly real-time in-store promotions, also grew this past year, to 47 percent, up from 40 percent in the previous year’s survey. However, only seven percent of retailers said they currently have the ability to send real-time promotions.
Additionally, while nearly one-third (32 percent) of shoppers want to be able to scan products in-store using their mobile devices – up from 27 percent in 2014 – only 17 percent of retailers provide scanning capabilities. At the same time, 42 percent of shoppers want to receive automatic credit for coupons and discounts via their mobile phones – up from 35 percent last year – yet only 16 percent of retailers have the capability to automatically credit coupons.
“Retailers must make every effort to improve their mobile commerce capabilities and keep up with consumers’ expectations,” said Patricia Walker, Accenture’s products practice senior managing director, in a prepared statement. “To be an adaptive retailer, the experience needs to be seamless experience for consumers who expect mobile devices to ease the shopping experience, both online and in-store.”
While retailers are adapting to the increase in consumer demand for improved mobile capabilities, with the vast majority offering smartphone-optimized websites (93 percent) and tablet-optimized websites (89 percent), they are not doing enough: the research found that only 58 percent of retailers offer smartphone apps with purchase capabilities.
Source: http://mobilemarketingandtechnology.com/2016/02/16/retailers-failing-to-meet-customer-mobile-demands-accenture/
