Survey: Retailers missing mark on cross-channel integration

Golden Bridges, N.Y. Many retailers are failing on cross-channel integration, according to a new study by CrossView, a multichannel retail solutions provider.

The report surveyed the cross-channel capabilities of 26 top retailers across three channels: online, in-store and call center. The retailers were evaluated using a variety of criteria, including consistency of pricing and promotions and access to customer profile information. The highest scoring retailers were Best Buy, The Limited and Aeropostale.

However, the study found that about 58% of retailers offer different prices across channels on the same item, and only 38% ensure marketing promotions are available across all channels. Meanwhile, about 96% of retailers cannot access online customer profiles in-store or via call center.

“This study tells us that the majority of retailers have a long way to go when it comes to meeting customers’ needs across their online, in-store and call center touchpoints,” said CrossView CEO Mark Fodor. “However, some retailers we examined, such as BestBuy, have made great strides in integrating across channels, primarily by using platforms that allow a single view of the customer at all stages of interaction.”

The Web proved to be the strongest performing channel, but there were missed opportunities for upselling, building customer loyalty, and increasing convenience online, according to the report. For example, only 35% of retailers allow in-store pick-up of online orders, and 69% of retailers display appropriate accessories alongside products.

“By far, in-store is the most deficient channel,” Fodor said. “There is a complete and glaring gap in access to inventory, customer information, and promotions. As more consumers begin a purchase online, they’re coming into the stores armed with information on the product and the competition. Retailers will increasingly need to be prepared to react.”

Only one in 26 retailers surveyed could access the customer’s online profile and 93% were unable to access pending online orders. About 35% could not match online promotions.