NewStore: Nordstrom, DSW, Louis Vuitton are omnichannel leaders

A new study reveals the  brands that have best unified their digital and physical channels while making shopping simple and seamless.

Nordstrom, DSW, Louis Vuitton, Bergdorf Goodman, and Fabletics took the top five spots in NewStore’s 2022 Omnichannel Leadership Report. The five retailers are at the forefront of omnichannel, according to NewStore.

The annual research initiative looks at the omnichannel competence of 250 luxury, premium and lifestyle brands.  

Conducted via mystery shopping, NewStore audited each brand’s website, mobile application, call center, and in-store experience. Every retailer was then assigned an overall rank and score as well as scores across the four research categories: digital engagement, omnichannel convenience, customer experience, and associate enablement.

This year, NewStore assessed the state of the retail industry post-pandemic. It found that the spike in omnichannel innovation has since stalled and that most brands have plenty of work left to do.  Eighty-percent of the brands evaluated received 50% or less of the possible points on the scoring scale.

"The 2022 Omnichannel Leadership Report found that many brands took the path of least resistance when it comes to embracing omnichannel,” said Stephan Schambach, founder and CEO, NewStore. "Unfortunately for them, short-term solutions will only lead to long-term problems On the other end of the spectrum, this year's omnichannel leaders have shown they understand that the customer experience is not only the biggest competitive advantage but also today’s most important barometer of success. This is reflected in the technology investments they have made and continue to make. Going forward they will serve as the benchmark for the rest of the industry." 

Data highlights from the report are below.

• Digital Engagement: Four percent of brands offer self-checkout in their stores, up from 3% in 2021. And 74% offer contactless payment options, down from 83% in 2021.
• Omnichannel Convenience: Fifty-three of brands offer in-store pickup (BOPIS), up from 40% in 2021; and 57% offer endless aisle purchases, up from 47% in 2020.
• Customer Experience: Seventy-three percent of brands offer store to door shipping, up from 46% in 2021. And 89% have a cash wrap in store, remaining stable from 90% in 2020.
• Associate Enablement: Forty-eight percent of brands give associates mobile devices, down from 68% in 2020. And 19% of brands offer mobile checkout, down from 33% in 2020.

       For more data and analysis, download the report   at https://www.newstore.com/resource/olr-2022/.