The consultancy company looked into the mobile shopping habits of consumers and retailers
UK retailers are more likely to meet consumer demand for mobile shopping than any other European country, according to Accenture.
Consultancy company Accenture surveyed over 10,000 consumers alongside evaluating 162 retailers in over 10 countries in the last three months of last year.
The research found that 92 per cent of UK retailers have mobile-friendly websites. 72 per cent offer smartphone apps, higher than the 58 per cent global average. UK shoppers using mobile devices to purchase items grew from 25 per cent in 2014 to 30 per cent in 2015.
Accenture UK retail practice managing director Matt Prebble said: “While retailers are providing mobile technology that is improving consumers’ shopping experience, it’s also apparent that certain areas still need addressing.
“For instance, capabilities such as real-time in-store promotions that might once have been viewed as ‘nice-to-haves’ are increasingly being sought after by shoppers, who expect to be provided with a seamless digital experience.”
44 per cent of respondents said having the ability to check in-store availability before going in store would improve their experience. Only 40 per cent of retailers offer this service, claims Accenture.
Prebble added: “However, as our research has shown, growing numbers of customers, and millennials in particular, are also looking for additional capabilities that many UK retailers simply aren’t offering, such as the ability to check product availability online before heading to a store or receiving real-time promotions.”