Customer Desires Vs.

Retailer Capabilities:

Minding The Omni-

Channel Commerce Gap

2 Copyright © 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 Copyright © 2014 Forrester Research, Inc. All rights reserved.

The Omni-Channel Commerce Gap Omni-Channel Ideal vs. Retailer Realities

4 Copyright © 2014 Forrester Research, Inc. All rights reserved.

The Omni-Channel Commerce Gap Omni-Channel Ideal vs. Retailer Realities

5 Copyright © 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 Copyright © 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 Copyright © 2014 Forrester Research, Inc. All rights reserved.

@Accenture Click Here

Read the Full Study

@hybris Click Here

8 Copyright © 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