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Fujitsu asks How Omni-channel Ready are Europe’s Retailers

Fujitsu EMEIA

News facts: 
  • 69 percent of retailers believe the expansion of their digital presence is their top short-term priority1
  • Omni-channel retail is maturing at different speeds across Europe, driven by customer expectations
  • To succeed, Europe’s retailers need to give store associates access to real-time, accurate data
Munich, September 16, 2015 New industry research released today by PAC1 shows that customer expectations are driving the widespread adoption of omni-channel retail which – when done right – will give shoppers the flexibility they demand to collect product information, check availability, make purchases, and arrange collection or delivery using the most convenient mix of in-store, online/web shop, mobile, catalogue or social media.

However, the study, which was sponsored by Fujitsu, found that omni-channel maturity varies greatly. For example, Nordic-based retailers have the highest store-to-online integration in place (at 75 percent), with 66 percent of respondents already selling via mobile channels. Over half of UK retailers also place relatively high importance on digital channels, in stark contrast to Germany (less than one third favour digital over the store) and only 25 percent of Italian retailers. Fujitsu asks: how omni-channel ready are Europe’s retailers?

Richard Clarke, Vice President, Global Retail at Fujitsu says: “It is clear that retail brands must get real-time, accurate data into the hands of store associates as soon as possible. But care needs to be taken when choosing omni-channel solutions. Speed, efficiency and ease are made possible by providing information in a single interface that each staff member knows, understands, and uses regularly. The technology’s ease of use is one element, but regular in-store staff training is equally important. Retail is fast-moving and can be complex, so it is essential that an omni-channel solution – such as FUJITSU Retail Solution Market Place – has the ability to evolve and respond to every change – and stay ahead of customer expectations. Having a great retail brand is a massive advantage. Employing excellent staff provides an edge. But choosing the right omni-channel solution is equally important for ambitious retailers that want to stay ahead of the competition.”

In fact, PAC’s study found that almost 70 percent of retailers state that the expansion of their digital presence is a top short-term priority. This highlights that effectively managing and integrating multiple channels is a vital success factor for retailers. For example, FUJITSU Retail Solution Market Place achieves this by supporting enterprise-wide transaction and order fulfilment to deliver a consistent and seamless buying experience to customers via traditional PoS, online and mobile channels using a single user interface (UI).

Nick Mayes, Principal Analyst at PAC, said: “Europe’s retailers will have to make some big changes in order to give increasingly demanding customers what they want – a seamless experience across a diverse set of channels. But it is encouraging that they recognize that achieving their omni-channel goals requires shifts in both culture and organization, as well as investment in underlying technology platforms."

Fujitsu works with retailers to help them master these kinds of challenges, using IT to take the customer experience and business efficiency to the next level. Building on a deep understanding of retailing gained over the past 50 years with more than 500 customers and 82,000 stores in 52 countries worldwide, Fujitsu’s mission is to deliver a differentiated customer experience that will increase sales, operational effectiveness and customer satisfaction for retail clients.

Business challenges associated with omni-channel are holding back many retailers

Omni-channel is viewed by European retailers as a business (rather than IT) challenge: more than 90 percent stated that their omni-channel strategy is led either by the CEO, or the sales and marketing leadership teams (the latter the largest group, at 45 percent). This relates closely to the top three challenges to implementing an omni-channel strategy: developing a long-term channel integration strategy (80 percent); making changes to the organizational structure (70 percent); and understanding client activity across the different channels (70 percent).

Today, very few of the retailers surveyed have deployed cross-channel integration solutions (6 percent) that would support business leaders to address these challenges, with the Nordic retailers again leading the way. However, almost half of retailers plan significant IT investment in the next two years to support their omni-channel strategies. Main areas of spend include: webshop systems (67 percent), online/mobile payment software (62 percent), customer relationship management (54 percent), and mobile shopping apps (43 percent).

Pricing and availability

FUJITSU Retail Solution Market Place, plus a full range of other solutions and services for the retail sector are globally available from Fujitsu.

Notes to editors

1 Omnichannel Retail in Europe: Strategies, Challenges & Measuring Success. Pierre Audoin Consultants (PAC), the leading independent European research and consulting firm for the software, IT services and digital transformation industry, undertook this research in May and June 2015, supported by a number of sponsors including Fujitsu. All participants in the study had a minimum of 500 employees, with 60 percent based in the three largest European countries: France, Germany and the UK. Other countries/regions included in the study were Benelux, Italy, Nordics and Spain. Further details can be found at:

Connected Retail
Fujitsu‘s international strength and continuous investment in technology innovation allows it to deliver consistent services to its customers. The company is committed to using its size, scope and experience as one of the world’s largest IT companies to deliver global capabilities with local responsiveness and know-how. This encompasses:

  • 159,000 people in more than 100 countries around the globe
  • Over 202 billion yen (US$1.69 billion), approximately 4.3 percent of revenue in R&D, 95,000 patents worldwide on technologies, products, services and processes
  • End-to-end portfolio of retail applications, devices and supporting services
  • One-stop-shop with the majority of products and solutions developed by Fujitsu

Fujitsu’s Connected Retail solutions cover the whole value chain – from store, warehouse and headquarter to the backbone in the data center. Fujitsu transforms the customer experience in stores and across channels, and has the retail solution intellectual property, process knowledge and integration skills to make a difference.

Connected Retail describes Fujitsu`s end-to-end retail offering that can bring about true business benefits which can enable retail & hospitality organisations to grow efficiencies, their customer base and their business through IT solutions that relate to and solve their current and future business challenges. Fujitsu prides itself on its reputation in the retail & hospitality sector and will build on its top three position in the market and continue to deliver a rapid, secure and agile service to all its customers.

Fujitsu works with retailers to help them master these challenges, using IT to take the customer experience and business efficiency to the next level. Building on a deep understanding of retailing gained over the past 30 years with more than 500 customers and 82,000 stores in 52 countries worldwide, Fujitsu’s mission is to deliver a differentiated customer experience that will increase sales, operational effectiveness and customer satisfaction for retail clients.

Fujitsu delivers high-performance, best-of-breed hardware solutions, integrated software applications and multi-vendor lifecycle support services to help retailers around the world deliver on their brand promise and operate more effectively.

Spanning front- and back office, this portfolio includes point of service, mobile and self-service solutions, end-to-end retail business applications including business analytics, customer loyalty and dynamic digital media, and a suite of managed IT services across the store, networks, applications and infrastructure.

Fujitsu is the emerging leader in cloud and the role of cloud technology and services for today’s retailers, in which the FUJITSU Cloud Initiative demonstrates how cloud underpins the three technology trends of mobile, big data and social to deliver business and social innovation as part of our wider vision of the Human Centric Intelligent Society.

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About Fujitsu

Fujitsu is the leading Japanese information and communication technology (ICT) company, offering a full range of technology products, solutions, and services. Approximately 159,000 Fujitsu people support customers in more than 100 countries. We use our experience and the power of ICT to shape the future of society with our customers. Fujitsu Limited (TSE: 6702) reported consolidated revenues of 4.8 trillion yen (US$40 billion) for the fiscal year ended March 31, 2015. For more information, please see

About Fujitsu EMEIA

In Europe, the Middle East, India and Africa (EMEIA), Fujitsu is a leading information and communication technology (ICT) company offering a full portfolio of business-technology products, solutions and services, ranging from workplace systems to datacenter solutions, managed services, and cloud-based software and solutions. Fujitsu’s Vision is to enable a Human Centric Intelligent Society that creates value by connecting infrastructure, empowering people and creatively defining new forms of intelligence. In EMEIA Fujitsu employs approximately 28,000 people and is part of the global Fujitsu Group. For more information, please see:

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Date: 16 September, 2015
City: Munich