49% of consumers say the best improvement to their shopping experience would be better integration between in-store, online, and mobile, according to a study by Accenture reported by CMO.com. Consumers want a seamless experience across all channels including pricing, promotions, and inventory, but the study found a significant gap between expectations and reality. The report concludes that marketers need to catch-up with technology and customer expectations or risk losing business to retailers who do.

The results of this study and CMO's report reflect the fact that businesses can no longer think of their bricks-and-mortar operations and their digital presence as separate entities. Mobile and digital have become an integral part of how B2C and B2B consumers shop, and they expect an integrated brand experience. Buyers research products online, interact with brands over social media, and search for what they need in real-time on their mobile devices. Companies must factor all of this into their business and marketing strategies with streamlined branding, messaging, pricing, promotions, and customer service if they want to build and maintain relationships with tech-savvy customers.

Read more about the Accenture study at CMO.com.