Retailers’ Disconnect With Shoppers Is Costing Them

Retailers often make investments in new services and capabilities without the input of the shoppers they intend to serve, which negatively impacts customer satisfaction, revenue, and profitability.
In September 2016, Cognizant commissioned Forrester Consulting to partner with it to examine the state of retail industry in regards to digital engagement, personalisation and omnichannel fulfillment services being offered to consumers. The hypothesis driving the study was that large retailers are making investments to expand their digital and omnichannel capabilities but that those investments are not aligned with consumer preferences.

Discover Forrester’s five key findings, and how the results compare with Forrester/Cognizant research with shoppers into retail preferences and experiences.

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