Retail in Asia

In Shops

Survey: “Touch and feel” essential to communications retail experience

Three out of four consumers still want to visit a physical retail store when buying a communications product or service, but they are not very satisfied with their experience and rated it only slightly better than average, according to an Accenture study released last month.

Accenture surveyed more than 3,000 consumers in 18 countries to find out how the physical retail channel can help communications companies build strong customer relationships. Accenture also asked consumers what they want to do in, and expect from, a provider’s retail store. More than half (56 percent) of the consumers surveyed had bought a mobile phone, wireless-phone service plan, or cable-television service at a provider’s retail store in the past year.