Retail Consumer Research 2016
2016 retail consumer research suggests customer experience demands are rising.
OVERVIEW
Accenture’s new survey of global shoppers reveals a rising intensity that is forcing retailers to adapt more quickly to the shifting retail reality that defines the customer experience. Adaptability is the new hallmark of successful retail strategies, offering retailers a proactive way to meet the demands of consumers who are racing ahead to embrace an ever more connected and integrated shopping experience.
Accenture’s global research looks into the wants and needs of retail consumers and the efforts retailers are making to meet those needs reveals a fluid landscape where the ability to adapt has become a must-have skill. As consumers turn up the volume regarding their customer experience demands, retailers face a unique set of hurdles that will require a fundamental shift in the customer/company relationship.
RESEARCH METHODOLOGY
Consumer Research Survey
Accenture surveyed over 10,000 consumers in 13 countries around the globe (Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, South Africa, Spain, Sweden, the UK, and the US) who have shopped online and in stores in the last three months who indicated regular internet and smartphone use. This survey has a 95 percent confidence level with a margin of error of +/- 1 percent. Survey conducted in November 2015.
Retailer Capability Assessment
Accenture benchmarked over 160 retailers representing the apparel, consumer electronics, department store, discount/mass/hypermarket, grocery, drug/health & beauty, and home improvement sectors in 10 countries: Brazil, China, Japan, United Kingdom, United States, Canada, Spain, Sweden, Italy, Germany.
