Dive Brief:

• Consumer expectations are going beyond “omnichannel” capabilities, which they think of as a given. They desire both highly personalized interactions and enhanced security, according to a report, “Achieving Total Retail: Consumer Expectations Driving the Next Retail Business Model,” by consulting firm PricewaterhouseCoopers.

• The report lists eight consumer expectations that PwC says goes beyond accepted notions of omnichannel retail, including: a compelling brand story; highly personalized offers that are nevertheless greatly protected; apps and websites that must perform well (in most cases, better than they do now); enhanced, consistent experiences on all devices; social media engagement that works both ways; access to product availability.

• The PwC research found that 37% of consumers say they don’t use their phones to shop due to security fears, and 33% say their phone’s screen is too small. 45% say they value the ability to check product availability as one of the most important reasons to access a retailer’s app on their phone.

Dive Insight:

PwC’s research suggests that retailers still have a lot of work to do to meet consumer expectations in a consumer-centric time. Shoppers want highly personalized interactions, but they also demand that their information is tightly protected. And they want access to a retailer’s information about inventory.