The 2016 A.T. Kearney Achieving Excellence in Retail Operations (AERO®) study uncovers both the good and the bad in this new era of store operations. The good: a clear and consistent trend of “smarter” retail—store operations strategies and metrics that connect with the new omnichannel environment. On the other hand, retailers are struggling to adopt these smarter strategies and metrics. While technology is the top retail investment today, there’s limited visibility on the returns on investment. Amid the noise of technology investment and omnichannel integration, store associates are often overlooked as crucial conduits for improved store performance. And importantly, the study points to a misalignment between consumer expectations and retailer offerings, with retailers investing in services that customers may not want, need, or expect, particularly in terms of fulfillment, in-store technology, and social engagement. The AERO study provides insights into how retailers around the globe can improve their operations. This year’s study was based on than 100 responses from senior retail executive across the Americas, Europe, and Asia Pacific, as well as a survey of nearly 800 North American consumers.

1. 2016 Achieving Excellence in Retail Operations (AERO) study
Retail Operations: People Are
Still the Best Investment

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2016 AERO study
There is a clear trend of “smarter”
retail: Companies are investing in
aligning store operations to the
omnichannel environment.

3. 2016 AERO study
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Omnichannel has transformed
retail: Gone are the days when
a store was judged solely on the
revenue generated
within its four
walls.

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2016 AERO study
As retailers continue to
make big omnichannel
bets, consumers are
only demanding
small steps.

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Consumers are
most interested
in retailers fulfill-
ing promises:
getting their products
when they were told
they would, rather
than getting them
immediately.
2016 AERO study

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2016 AERO study
And while retailers are investing
in social media, consumers expect
a lot less—most say they use it only
for getting discounts.

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2016 AERO study
Meanwhile, retailers are
struggling to measure returns
on their significant investment
in store technology.

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2016 AERO study
Little of the
technology that
retailers are
acquiring goes
to helping store
associates do
their jobs better.

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2016 AERO study
Store associates are the
unsung heroes of retail:
Customers say that
experience and service
have the greatest
impact on their
in-store shopping.

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2016 AERO study
The workforce needs
more support to do
its most critical task:
delivering superior
customer service.

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2016 AERO study
Investments should
focus on the core
fundamentals of
supporting store
associates: training,
incentives, career
paths, and corporate
support.

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transform your retail operations?
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