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Future of Retail — Insights


issue 03


UK retailers must address gaps in IT systems to meet customer expectations


A new study has revealed that just 17% off retailers feel confident that they are delivering a seamless, connected experience across channels and functions for their customers.


The research commissioned by SAP and PwC comes against the backdrop of a tipping point in the way customers are researching and buying products across multiple channels, including mobile platforms. Having surveyed over 300 retailers


and 2,100 consumers across six major markets in Europe, the study was designed to gain a deeper insight into consumer and retailer perspectives on the integrated shopping experience. It found that while the in-store experience is still important to consumers it’s the omnichannel experience that retailers are really being judged on. Only 50% of consumer respondents felt they got a consistent and superior multichannel experience from their favourite retailers. More than 60% of retailers


agreed that siloed business units are having an impact on delivering smooth connectivity for customers at all levels across all channels. Of those surveyed, over a third said they were struggling with implementing a ‘single view of the consumer’, with just 8% having already achieved this. Shane Finlay, director of retail


industries, SAP UKI, said: “Retail presents a key battleground in really winning customer satisfaction, especially through connected systems and seamless shopping


experiences. As the research shows, some retailers still have a way to go in getting to the endpoint in their digital transformation journeys. “The good news is technology


is now available to provide that enabling platform for growth, differentiation and innovation by integrating the front office seamlessly with the back office, and to power personalisation and decision making with sophisticated analytics. By really going back to


the consumer, brands can derive insights that will allow them to stay ahead of their competition and ultimately, position them as market leaders.” The study identified several key challenges that retailers are facing in the digital era, including:


• Retailers aren’t deciphering customer data fast enough into actionable insights – 35% of retailers are currently struggling to


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