Shoppers want convenience from their retail experience, and a new study suggests brands aren’t doing enough to address this pain point.
In particular, shoppers don’t feel like their mobile devices are being adequately integrated into brick-and-mortar stores. According to a report from Accenture, failure to build better mobile technology into stores has those shoppers yearning for more.
In 2015, for example, 40 percent of consumers were shopping with their mobile devices in stores. But retail mobile capabilities aren’t embracing this change, and haven’t done enough to build a modern experience that leverages this technology.
Accenture notes that 47 percent of shoppers are interested in mobile services such as real-time promotions delivered to phones in-store. But only seven percent of retailers are currently able to fulfill this service.
Patricia Walker, a senior managing director for Accenture, says more has to be done to keep pace with growing consumer expectations.
“To be an adaptive retailer, the experience needs to be [a] seamless experience for consumers who expect mobile devices to ease the shopping experience, both online and in-store,” Walker says.
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