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Retailers need to better meld mobile, web and store shopping

Retailers need to better meld mobile, web and store shopping

A new study finds just 28% of retailers send real-time promotions to store shoppers’ phones, even though a much larger percentage of consumers surveyed would like to receive such offers in stores.

Retailers who marry mobile, web and store would likely be met with open arms by many consumers. The problem, according to new research from Accenture, is that many retailers aren’t wedding the three.

A survey of 750 U.S. consumers and a separate 150-question survey of 32 U.S. retailers finds that 45% of consumers would like to receive real-time promotions on their smartphone or tablet while shopping in a store. However, only 28% of retailers polled offer that service.

Additionally, 32% of consumer respondents said the biggest improvement retailers need to make in terms of shopping is to integrate the physical store, online and mobile. Accenture says, for example, that the overwhelming majority of retailers surveyed cannot track what a customer has searched for or put into a basket online and easily transfer the shopping basket so the consumer can pay for the product in-store. Accenture did not specify the percentage of retailers that offer this option.

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