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Accenture is out with new research saying that "retailers are failing to meet consumer demand for increased convenience while shopping with mobile devices," and concluding that "to be an adaptive retailer, the experience needs to be seamless experience for consumers who expect mobile devices to ease the shopping experience, both online and in-store."

Here's how Accenture frames the global study results:

"The consumer survey found that the number of consumers shopping 'on the go,' with mobile devices, grew 10 percent in the past year, from 36 percent of consumers in 2014 to 40 percent in 2015. Not surprisingly, the number of shoppers who want more retail services via mobile devices, particularly real-time in-store promotions, also grew this past year, to 47 percent, up from 40 percent in last year’s survey. However, only seven percent of retailers said they currently have the ability to send real-time promotions.

"Furthermore, while nearly one-third (32 percent) of shoppers want to be able to scan products in-store using their mobile devices – up from 27 percent in 2014 – only 17 percent of retailers provide scanning capabilities. At the same time, 42 percent of shoppers want to receive automatic credit for coupons and discounts via their mobile phones – up from 35 percent last year – yet only 16 percent of retailers have the capability to automatically credit coupons."

Ironically, despite these shortcomings, the study says that "67 percent of shoppers were satisfied with store environment and product quality." But, while "52 percent were happy with interaction with staff and delivery, and 51 percent with web environment and returns," that also means that 48 percent were unhappy with interaction with staff and delivery, and 49 percent were unhappy with web environment and returns.

The study also assessed the e-commerce capabilities of retailers, saying that "when it comes to delivery, 56 percent of retailers have next-day delivery capabilities, 11 percent offer same-day, 49 percent can schedule delivery on a specific day, 57 percent allow consumers to return online orders to the physical store and 39 percent have click & collect capabilities."
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