Welcome!

News Feed Item

Retailers Face Big Hurdles in Bridging the “Omni-Channel Commerce Gap,” According to New Research from Accenture and hybris

Organizational, operational and technology challenges are hampering retailers’ efforts to meet customers’ demand for a seamless shopping experience across all channels and touch points, according to a new research study from Accenture (NYSE:ACN) and hybris software, an SAP company and the world’s fastest-growing commerce platform provider.

Retailers view omni-channel maturity as a key brand differentiator for their companies, and improving their ability to provide customers with a seamless shopping experience across all channels, as a top priority, according to the study, “Customer Desires Vs. Retailer Capabilities: Minding the Omni-Channel Commerce Gap,” conducted by Forrester Consulting. However, the study shows that nearly all – 94 percent – of retail decision makers surveyed as part of the research said that their companies face significant barriers to becoming an integrated omni-channel company.

The study is based on an online survey commissioned by Accenture and hybris, and conducted by Forrester Consulting with more than 1,500 multi-channel shoppers and 256 decision makers from retail and manufacturing organizations across the United States, United Kingdom, France and Germany. To view the research infographic, please click here.

The survey also found that 71 percent of the shoppers expect to view in-store inventory online, and 50 percent expect to buy online and pick up their purchase in a physical store. Yet, only one third (36 percent) of the retail decision makers surveyed said that their companies are able to provide customers with in-store pickup of online purchases, online visibility of cross-channel inventory and store-based fulfilment of online orders. All of these capabilities are considered vital for seamless retailing.

“Thirty nine percent of customers surveyed say they are unlikely or very unlikely to visit a retailer’s store if its website does not provide physical store inventory information,” said Chris Donnelly, global managing director of Accenture’s Retail Practice. “Additionally, the research also shows that retailers who struggle to implement robust seamless capabilities online also experience challenges meeting customer expectations in offline channels. So this is a particularly big challenge that requires immediate attention.”

”Increasing adoption of eCommerce and mobile technology by consumers underscores how important it is for retailers to introduce digital commerce into every aspect of their business to keep up with – and hopefully, outpace - their competitors,” concluded Donnelly.

Technology and integration barriers

According to the survey, 40 percent of retailers reported that they are having difficulty integrating back-office technology across all of their channels. The survey highlights a key area for improvement, which is the ability to have a consolidated, accurate view of real-time inventory across stores and distribution centers.

“As customers expect retailers to provide consistent and contextual service across every channel and interaction, retailers need to adopt new technologies that enable this critical transformation to omni-channel customer engagement and service,” said Brian Walker, chief strategy officer at hybris. “This is going to be vital to meeting customers’ expectations and, frankly, survival for retailers.”

Organizational and operational challenges

Although 46 percent of decision makers surveyed said they already have a dedicated omni-channel team, – one that includes members of all functions, – conflicting priorities and organizational silos remain a key challenge. Two additional key barriers identified as preventing retailers from becoming an integrated omni-channel company are difficulty in sharing customer data and analytics between channels, countries or locations and a lack of in-store associate training.

Opportunities exist to make the physical store a strategic asset

According to the research, in-store pickup of purchases by consumers emerged as a key capability that brick-and-mortar retailers must be able to provide their customers if they expect to compete effectively against online-only retailers. Nearly half (47 percent) of the customers surveyed said they use in-store-pickup options to avoid online shipping costs, 25 percent so they can collect their orders on the day of purchase and 10 percent simply because they find it more convenient to pick items from a store than having them shipped to their home.

“Customers expect stores to be well integrated with all of a retailer’s digital capabilities, and to succeed, retailers must be able to serve customer needs regardless of how, when and where they shop,” said Brigid Fyr, managing director of eCommerce for Accenture Interactive. “A focus on omni-channel retailing enables retailers to create a more consistent consumer experience across online, mobile and in-store channels and ultimately increase their brands’ relevance to their customers.”

“The research indicates that many retailers are operating with a ‘false state of omni-channel comfort,’” said Walker. “The reality is that the customer is way ahead of many retailers in defining what competitive shopping patterns are, not only across channels, but within each channel. If retailers are unaware of, or unwilling to acknowledge, these competitive threats then their business will go to other retailers agile enough to plug these gaps, and so provide the omni-channel sales experience customers are demanding. Retailers that fail to understand the significance of this gap in service and sales delivery are leaving themselves exposed to a significant competitive disadvantage.”

For further information on this research, please join an upcoming webinar with Accenture, hybris, and featuring Forrester, on 25 March at 1030ET/1430UK/1530CET and register here. To download a copy of the research report, please go to: http://hybris.com/es/downloads/white-paper/customer-desires-vs-retailer-capabilities/530

About the Research

Accenture and hybris commissioned Forrester Consulting to conduct an online survey of 256 retail and manufacturing organizations in the US, UK, France, and Germany to evaluate retail omni-channel attitudes and capabilities. Survey participants included decision makers involved in digital commerce initiatives. Forrester also conducted interviews with eight decision makers involved in digital commerce initiatives at retail and manufacturing organizations. To complement this research, Forrester also conducted an online survey of 1,503 omni-channel shoppers who have made a purchase in a store or online in the past three months to evaluate consumer attitudes toward omni-channel retail capabilities. The study began in November 2013 and was completed in December 2013.

About Accenture

Accenture is a global management consulting, technology services and outsourcing company, with approximately 281,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$28.6 billion for the fiscal year ended Aug. 31, 2013. Its home page is www.accenture.com.

Accenture is working with retailers across the world to help them provide a seamless shopping experience to their customers. Accenture Seamless Retail Services is a business service that helps retailers to execute price, promotions, assortment and inventory consistently and effectively across multiple channels to build customer loyalty and drive up sales. This end-to-end business service combines Accenture’s industry expertise with its management consulting, technology and business process outsourcing capabilities to deliver outcomes as a service. To view the results of Accenture’s latest study of seamless retailing, click here.

About hybris software

hybris software, an SAP Company, helps businesses around the globe sell more goods, services and digital content through every touchpoint, channel and device. hybris delivers OmniCommerce™: state-of-the-art master data management for commerce and unified commerce processes that give a business a single view of its customers, products and orders, and its customers a single view of the business. hybris' omni-channel software is built on a single platform, based on open standards, that is agile to support limitless innovation, efficient to drive the best TCO, and scalable and extensible to be the last commerce platform companies will ever need. Both principal industry analyst firms rank hybris as a “leader” and list its commerce platform among the top two or three in the market. The same software is available on-premise, on-demand and managed hosted, giving merchants of all sizes maximum flexibility. Over 500 companies have chosen hybris, including global B2B sites W.W.Grainger, Rexel, General Electric, Thomson Reuters and 3M as well as consumer brands Toys“R”Us UK, Metro, Bridgestone, Levi's, Nikon, Galeries Lafayette, Migros, Nespresso and Lufthansa. hybris is the future of commerce™. For more information, visit www.hybris.com.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Machine learning provides predictive models which a business can apply in countless ways to better understand its customers and operations. Since machine learning was first developed with flat, tabular data in mind, it is still not widely understood: when does it make sense to use graph databases and machine learning in combination? This talk tackles the question from two ends: classifying predictive analytics methods and assessing graph database attributes. It also examines the ongoing lifecycl...
The Founder of NostaLab and a member of the Google Health Advisory Board, John is a unique combination of strategic thinker, marketer and entrepreneur. His career was built on the "science of advertising" combining strategy, creativity and marketing for industry-leading results. Combined with his ability to communicate complicated scientific concepts in a way that consumers and scientists alike can appreciate, John is a sought-after speaker for conferences on the forefront of healthcare science,...
With more than 30 Kubernetes solutions in the marketplace, it's tempting to think Kubernetes and the vendor ecosystem has solved the problem of operationalizing containers at scale or of automatically managing the elasticity of the underlying infrastructure that these solutions need to be truly scalable. Far from it. There are at least six major pain points that companies experience when they try to deploy and run Kubernetes in their complex environments. In this presentation, the speaker will d...
Dhiraj Sehgal works in Delphix's product and solution organization. His focus has been DevOps, DataOps, private cloud and datacenters customers, technologies and products. He has wealth of experience in cloud focused and virtualized technologies ranging from compute, networking to storage. He has spoken at Cloud Expo for last 3 years now in New York and Santa Clara.
Enterprises are striving to become digital businesses for differentiated innovation and customer-centricity. Traditionally, they focused on digitizing processes and paper workflow. To be a disruptor and compete against new players, they need to gain insight into business data and innovate at scale. Cloud and cognitive technologies can help them leverage hidden data in SAP/ERP systems to fuel their businesses to accelerate digital transformation success.
Daniel Jones is CTO of EngineerBetter, helping enterprises deliver value faster. Previously he was an IT consultant, indie video games developer, head of web development in the finance sector, and an award-winning martial artist. Continuous Delivery makes it possible to exploit findings of cognitive psychology and neuroscience to increase the productivity and happiness of our teams.
When building large, cloud-based applications that operate at a high scale, it's important to maintain a high availability and resilience to failures. In order to do that, you must be tolerant of failures, even in light of failures in other areas of your application. "Fly two mistakes high" is an old adage in the radio control airplane hobby. It means, fly high enough so that if you make a mistake, you can continue flying with room to still make mistakes. In his session at 18th Cloud Expo, Le...
Machine learning has taken residence at our cities' cores and now we can finally have "smart cities." Cities are a collection of buildings made to provide the structure and safety necessary for people to function, create and survive. Buildings are a pool of ever-changing performance data from large automated systems such as heating and cooling to the people that live and work within them. Through machine learning, buildings can optimize performance, reduce costs, and improve occupant comfort by ...
DevOps tends to focus on the relationship between Dev and Ops, putting an emphasis on the ops and application infrastructure. But that’s changing with microservices architectures. In her session at DevOps Summit, Lori MacVittie, Evangelist for F5 Networks, will focus on how microservices are changing the underlying architectures needed to scale, secure and deliver applications based on highly distributed (micro) services and why that means an expansion into “the network” for DevOps.
Sanjeev Sharma Joins November 11-13, 2018 @DevOpsSummit at @CloudEXPO New York Faculty. Sanjeev Sharma is an internationally known DevOps and Cloud Transformation thought leader, technology executive, and author. Sanjeev's industry experience includes tenures as CTO, Technical Sales leader, and Cloud Architect leader. As an IBM Distinguished Engineer, Sanjeev is recognized at the highest levels of IBM's core of technical leaders.
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
Containers and Kubernetes allow for code portability across on-premise VMs, bare metal, or multiple cloud provider environments. Yet, despite this portability promise, developers may include configuration and application definitions that constrain or even eliminate application portability. In this session we'll describe best practices for "configuration as code" in a Kubernetes environment. We will demonstrate how a properly constructed containerized app can be deployed to both Amazon and Azure ...
Bill Schmarzo, author of "Big Data: Understanding How Data Powers Big Business" and "Big Data MBA: Driving Business Strategies with Data Science" is responsible for guiding the technology strategy within Hitachi Vantara for IoT and Analytics. Bill brings a balanced business-technology approach that focuses on business outcomes to drive data, analytics and technology decisions that underpin an organization's digital transformation strategy.
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
DXWorldEXPO LLC announced today that Ed Featherston has been named the "Tech Chair" of "FinTechEXPO - New York Blockchain Event" of CloudEXPO's 10-Year Anniversary Event which will take place on November 12-13, 2018 in New York City. CloudEXPO | DXWorldEXPO New York will present keynotes, general sessions, and more than 20 blockchain sessions by leading FinTech experts.