Retailers would have to adapt to the ever evolving consumer behavior in order to continue being successful, Microsoft advised at the National Retail Conference. In this regard, the software giant has partnered with Accenture, so as to develop a multi-channel retail initiative, designed to open up to retailers platforms such as social networking and online communities. Microsoft and Accenture have put together Avanade, a source of global IT consultancy, which is set up to collaborate with businesses in order to reinvent the in-store shopping experience, but also to take on shopping to the Web and mobile computing.

“Digital lifestyle and work style will continue to converge in today’s retail industry and, as a result, the connected consumer is increasingly in control,” Brendan O’Meara, managing director, Worldwide Retail Industry, Microsoft, revealed. “Consumers are driven by value and convenience. Retailers need to respond by providing shopping experiences that adapt to the changes in consumer behavior – by providing social, mobile, and cross-channel shopping choices. Through delivery of connected shopping experiences, retailers can add tangible value while enhancing their brand and cementing customer loyalty through these challenging economic times.”

Joe VanWinkle, corporate vice president of Market Development at Avanade, emphasized that the multi-channel retail experience was just what connected consumers required. In this context, retailers will have to adapt and evolve their business model, in order to attract potential customers not only in their shops but also across the web and mobile platforms. In the end, Microsoft claimed that the cross-channel retail experience would increase the chances for retailers to attract and retain customers.

“When choosing with whom to do business, customers are increasingly making their choices based on convenience and consistency of experience in the store or online,” Janet Hoffman, global managing director of Accenture’s retail practice, added. “Consumers expect their online and in-store interactions with a retailer to be a seamless experience, and this is driving the retail industry’s demand for next-generation solutions that incorporate all the ways in which customers purchase from stores. We offer the Microsoft and Avanade solution as our leading e-commerce solution to retailers globally.”