Skip to main content

And the top omnichannel retailers are ...

10/2/2015

Retailers wondering who among their peers is an omnichannel leader have an answer.



The new Omnichannel Retail Index from the National Retail Federation and e-digital consultancy FitforCommerce identifies the top performers among 120 retailers in several key areas of omnichannel commerce. The areas include showing in-store product availability, multidevice/platform shopping experience, email and loyalty marketing programs, delivery to customer, and customer returns.



In the area of showing in-store product availability, the top retailers are BJ’s, GameStop, Lowe’s, PetSmart and Staples. Only 50% of retailers note in-store product availability online and 49% enable mobile lookup of online inventory.



Leaders in multidevice/platform experience (mobile optimization, saved cart, in-store service) are Apple, Ikea and Macy’s. Ninety-five percent of retailers have mobile-optimized sites and 84% save a cart between platforms, but only 26% offer in-store WiFi and 12% offer an email receipt for in-store purchases.



For email and loyalty marketing programs, Bloomingdale’s, Crocs, H&M and Kay Jewelers have the highest rankings. While 81% of retailers offer in-store loyalty program sign-up, only 54% mobile-optimize email and 48% have an online/offline loyalty program, with even lower rates for online email sign-up incentives (40%) and collecting email addresses in-store (39%).



Two luxury retailers – Neiman Marcus and Nordstrom, and a big box DIY retailer – The Home Depot, perform best in customer delivery. Seventy-seven percent of retailers provide home shipping for in-store purchases and 58% provide free shipping. Far less common are offerings such as buy online pickup in store (BOPIS – 28%) and BOPIS for mobile purchases (26%).



Top retailers for customer returns are Aldo, Cabela’s and Target. Almost all retailers accept in-store returns (93%) have store associates who can handle returns (89%), and note return policies on receipt (84%). Buy online return in store (BORIS) is fairly common (70%), but less so for mobile purchases (51%). Almost half (49%) provide free shipping.


X
This ad will auto-close in 10 seconds