A new Accenture study found 21% of U.S. shoppers plan to increase their in-store purchasing in 2014 (up from 9% last year).
"While technology today has advanced to the degree that retail has become unconstrained by store hours, it’s clear that the physical store is not dead," wrote RetailNext VP of Retail Consulting Shelley E. Kohan on the RetailNext blog yesterday (Feb. 5).
Delivering a seamless experience across all channels remains a key challenge and opportunity for retailers.Chris Donnelly, Accenture Retail
Other highlights from the Accenture study include:
- 40% of retailers polled ranked in-store shopping experience as the retail area needing the most improvement.
- 16% of retailers said online shopping needed improving.
- 19% of shoppers said they are using “click and collect” services (i.e. in-store pickup) more often than in the previous year.
- 14% of shoppers are buying in-store and having the product shipped to their home (up from 7% last year).
- The ability to check in-store product availability online was the top service requested by shoppers (31%).
- 89% said they would travel to the store or buy the item online if offered real-time product availability info.
- 78% of shoppers webroomed (browsed online before buying in-store); 72% showroomed.
“Delivering a seamless experience across all retail touch points remains both a key challenge and prime opportunity for retailers today,” said Chris Donnelly, global managing director of Accenture’s Retail practice, in a release.