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Customer Desires Vs.
Retailer Capabilities:
Minding The Omni-
Channel Commerce Gap
2Copyright © 2014 Forrester Research, Inc. All rights reserved.
‱ Customers crave an omni-channel experience, but
a significant disconnect exists between what
consumers want and the experience that retailers
are providing them today, according to new
research* from Accenture and hybris software, an
SAP company.
The Omni-Channel Commerce Gap
*Accenture and hybris commissioned Forrester Consulting to conduct an online survey of 1,503 omni-channel shoppers and
256 retail and manufacturing organizations in the US, UK, France, and Germany. The study (Customer Desires Vs. Retailer
Capabilities: Minding the Omni-Channel Commerce Gap) was completed in December 2013.
3Copyright © 2014 Forrester Research, Inc. All rights reserved.
The Omni-Channel Commerce Gap
Omni-Channel Ideal vs. Retailer Realities
4Copyright © 2014 Forrester Research, Inc. All rights reserved.
The Omni-Channel Commerce Gap
Omni-Channel Ideal vs. Retailer Realities
5Copyright © 2014 Forrester Research, Inc. All rights reserved.
Forrester’s study yielded four key findings:
1. ​Technology investment is critical to enabling exemplary
omni-channel customer experience.
2. Omni-channel customer experience is now a brand
differentiator.
3. Many retailers have reached a false state of omni-
channel comfort.
4. New titles alone won’t cut it — retailers must abolish
siloed channel strategies altogether.
Executive Summary:
Beware Of The False Summit
6Copyright © 2014 Forrester Research, Inc. All rights reserved.
‱ Stop playing catch-up and start integrating your
channels now.
‱ Leverage technology to enable a seamless experience.
‱ Create a cross-functional omni-channel leadership team.
‱ Establish clear goals that bridge the gap between your
customer’s expectations and your existing capabilities
‱ Create success metrics and incentive structures that
drive omni-channel results.
‱ Understand that success may take longer to see.
‱ Turn your physical store into a service and engagement
center.
‱ Remain agile.
Executive Summary:
Key Success Factors To Embrace
7Copyright © 2014 Forrester Research, Inc. All rights reserved.
@Accenture Click Here
Read the Full Study
@hybris Click Here
8Copyright © 2014 Forrester Research, Inc. All rights reserved.
‱ Accenture
– accenture.com/omni-commerce or
accenture.com/seamless
– @AccentureSocial or @AccentureRetail
‱ hybris
– hybris.com
– @hybris_software
Contact the Study Sponsors to Learn More

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Customer Desires vs. Retailer Capabilities: Minding the Omni-channel Commerce Gap

  • 1. Customer Desires Vs. Retailer Capabilities: Minding The Omni- Channel Commerce Gap
  • 2. 2Copyright © 2014 Forrester Research, Inc. All rights reserved. ‱ Customers crave an omni-channel experience, but a significant disconnect exists between what consumers want and the experience that retailers are providing them today, according to new research* from Accenture and hybris software, an SAP company. The Omni-Channel Commerce Gap *Accenture and hybris commissioned Forrester Consulting to conduct an online survey of 1,503 omni-channel shoppers and 256 retail and manufacturing organizations in the US, UK, France, and Germany. The study (Customer Desires Vs. Retailer Capabilities: Minding the Omni-Channel Commerce Gap) was completed in December 2013.
  • 3. 3Copyright © 2014 Forrester Research, Inc. All rights reserved. The Omni-Channel Commerce Gap Omni-Channel Ideal vs. Retailer Realities
  • 4. 4Copyright © 2014 Forrester Research, Inc. All rights reserved. The Omni-Channel Commerce Gap Omni-Channel Ideal vs. Retailer Realities
  • 5. 5Copyright © 2014 Forrester Research, Inc. All rights reserved. Forrester’s study yielded four key findings: 1. ​Technology investment is critical to enabling exemplary omni-channel customer experience. 2. Omni-channel customer experience is now a brand differentiator. 3. Many retailers have reached a false state of omni- channel comfort. 4. New titles alone won’t cut it — retailers must abolish siloed channel strategies altogether. Executive Summary: Beware Of The False Summit
  • 6. 6Copyright © 2014 Forrester Research, Inc. All rights reserved. ‱ Stop playing catch-up and start integrating your channels now. ‱ Leverage technology to enable a seamless experience. ‱ Create a cross-functional omni-channel leadership team. ‱ Establish clear goals that bridge the gap between your customer’s expectations and your existing capabilities ‱ Create success metrics and incentive structures that drive omni-channel results. ‱ Understand that success may take longer to see. ‱ Turn your physical store into a service and engagement center. ‱ Remain agile. Executive Summary: Key Success Factors To Embrace
  • 7. 7Copyright © 2014 Forrester Research, Inc. All rights reserved. @Accenture Click Here Read the Full Study @hybris Click Here
  • 8. 8Copyright © 2014 Forrester Research, Inc. All rights reserved. ‱ Accenture – accenture.com/omni-commerce or accenture.com/seamless – @AccentureSocial or @AccentureRetail ‱ hybris – hybris.com – @hybris_software Contact the Study Sponsors to Learn More