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
Deep learning has been very successful in social sciences and specially areas where there is a lot of data. Trading is another field that can be viewed as social science with a lot of data. With the advent of Deep Learning and Big Data technologies for efficient computation, we are finally able to use the same methods in investment management as we would in face recognition or in making chat-bots. In his session at 20th Cloud Expo, Gaurav Chakravorty, co-founder and Head of Strategy Development ...
What sort of WebRTC based applications can we expect to see over the next year and beyond? One way to predict development trends is to see what sorts of applications startups are building. In his session at @ThingsExpo, Arin Sime, founder of WebRTC.ventures, will discuss the current and likely future trends in WebRTC application development based on real requests for custom applications from real customers, as well as other public sources of information,
Virtualization over the past years has become a key strategy for IT to acquire multi-tenancy, increase utilization, develop elasticity and improve security. And virtual machines (VMs) are quickly becoming a main vehicle for developing and deploying applications. The introduction of containers seems to be bringing another and perhaps overlapped solution for achieving the same above-mentioned benefits. Are a container and a virtual machine fundamentally the same or different? And how? Is one techn...
SYS-CON Events announced today that Infranics will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Since 2000, Infranics has developed SysMaster Suite, which is required for the stable and efficient management of ICT infrastructure. The ICT management solution developed and provided by Infranics continues to add intelligence to the ICT infrastructure through the IMC (Infra Management Cycle) based on mathemat...
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 20th Cloud Expo, which will take place on June 6-8, 2017 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 add...
SYS-CON Events announced today that Cloudistics, an on-premises cloud computing company, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloudistics delivers a complete public cloud experience with composable on-premises infrastructures to medium and large enterprises. Its software-defined technology natively converges network, storage, compute, virtualization, and management into a ...
Now that the world has connected “things,” we need to build these devices as truly intelligent in order to create instantaneous and precise results. This means you have to do as much of the processing at the point of entry as you can: at the edge. The killer use cases for IoT are becoming manifest through AI engines on edge devices. An autonomous car has this dual edge/cloud analytics model, producing precise, real-time results. In his session at @ThingsExpo, John Crupi, Vice President and Eng...
What if you could build a web application that could support true web-scale traffic without having to ever provision or manage a single server? Sounds magical, and it is! In his session at 20th Cloud Expo, Chris Munns, Senior Developer Advocate for Serverless Applications at Amazon Web Services, will show how to build a serverless website that scales automatically using services like AWS Lambda, Amazon API Gateway, and Amazon S3. We will review several frameworks that can help you build serverle...
In the enterprise today, connected IoT devices are everywhere – both inside and outside corporate environments. The need to identify, manage, control and secure a quickly growing web of connections and outside devices is making the already challenging task of security even more important, and onerous. In his session at @ThingsExpo, Rich Boyer, CISO and Chief Architect for Security at NTT i3, will discuss new ways of thinking and the approaches needed to address the emerging challenges of securit...
The taxi industry never saw Uber coming. Startups are a threat to incumbents like never before, and a major enabler for startups is that they are instantly “cloud ready.” If innovation moves at the pace of IT, then your company is in trouble. Why? Because your data center will not keep up with frenetic pace AWS, Microsoft and Google are rolling out new capabilities In his session at 20th Cloud Expo, Don Browning, VP of Cloud Architecture at Turner, will posit that disruption is inevitable for c...
SYS-CON Events announced today that Loom Systems will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Founded in 2015, Loom Systems delivers an advanced AI solution to predict and prevent problems in the digital business. Loom stands alone in the industry as an AI analysis platform requiring no prior math knowledge from operators, leveraging the existing staff to succeed in the digital era. With offices in S...
There are 66 million network cameras capturing terabytes of data. How did factories in Japan improve physical security at the facilities and improve employee productivity? Edge Computing reduces possible kilobytes of data collected per second to only a few kilobytes of data transmitted to the public cloud every day. Data is aggregated and analyzed close to sensors so only intelligent results need to be transmitted to the cloud. Non-essential data is recycled to optimize storage.
"I think that everyone recognizes that for IoT to really realize its full potential and value that it is about creating ecosystems and marketplaces and that no single vendor is able to support what is required," explained Esmeralda Swartz, VP, Marketing Enterprise and Cloud at Ericsson, in this SYS-CON.tv interview at @ThingsExpo, held June 7-9, 2016, at the Javits Center in New York City, NY.
As businesses adopt functionalities in cloud computing, it’s imperative that IT operations consistently ensure cloud systems work correctly – all of the time, and to their best capabilities. In his session at @BigDataExpo, Bernd Harzog, CEO and founder of OpsDataStore, will present an industry answer to the common question, “Are you running IT operations as efficiently and as cost effectively as you need to?” He will expound on the industry issues he frequently came up against as an analyst, and...
In his General Session at 16th Cloud Expo, David Shacochis, host of The Hybrid IT Files podcast and Vice President at CenturyLink, investigated three key trends of the “gigabit economy" though the story of a Fortune 500 communications company in transformation. Narrating how multi-modal hybrid IT, service automation, and agile delivery all intersect, he will cover the role of storytelling and empathy in achieving strategic alignment between the enterprise and its information technology.