Retailers are struggling to meet multi buyer expectations from customers according to new research from Accenture and SAP.

The research found that businesses although identifying that importance of multi-channel customer offerings as a priority, were failing to meet the demands due to organisational and technological limitations.

91 per cent of companies involved in the research responded that they were facing significant barriers to offering omni-channels to consumers.

Chris Donnelly, global managing director of Accenture’s retail practice, said: “Increasing adoption of e-commerce and mobile technology by consumers underscores how important it is for retailers to introduce digital commerce into every aspect of their business”.

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