1. Consulting Giants PwC and Accenture Each
Release New Research on Retail
Marie Jackson, CMO
Retail Solutions, Inc
February 23, 2015
CPG business can now realize significant gains in cross-channel growth through digital collaboration
with retailers and distributors and better internal integration finds new research from Accenture. The
new study surveyed CPG executives from around the globe with the findings showing an increased
commitment to using digital technology to improve internal integration across marketing, sales,
service, supply chain and R&D. 75% of respondents expect improved collaboration with retailers
and distributors through digital transformation to drive the availability of their products and make the
best use of the shelf space.
"Investing in the right tools and talent to extract analytic insights that allow companies to take action
at the shelf and consistently applying analytics to sales and customer processes and decisions
across the company -- from the boardroom to sales force -- represents the greatest opportunity for
improving market performance," said Koen Van Bockstaele, managing director for consumer goods
and services at Accenture.
Meanwhile, PwC's annual consumer survey has revealed that physical stores remain the primary
destination for shoppers in the US despite the fast growth of digital retailers. The survey titled, "Total
Retail: Retailers and the Age of Disruption" found more than 68% of respondents admit to browsing
products in the store but purchasing online while 73% say they have browsed products online but
purchased in-store. Delivery fees (65%), item immediacy (61%) and trying it on/seeing it (61%) were
cited as the major reasons for this dominance of in-store purchases over online.
PwC US retail & consumer practice leader Steven Barr said: "Integrating technology, along with the
power to engage on social media, has enhanced the consumer experience while requiring
companies to transform their legacy systems."
Both survey findings support RSi's core business offerings and move toward the integration of daily
downstream data with hyper-local advertising and social media best practices to help automate the
digital path to purchase, to ensuring product is on the shelf when the consumer is ready to make a
purchase and to customizing or personalizing the in-store experience. It's an exciting, transformative
time to be in retail and we look forward to helping brands, manufacturers and retailers successful
navigate the new terrain by turning data into actionable insights in the store and on the shelf.