Skip to main content

Survey reveals big gap between omnichannel adoption and effective execution

Embracing the promise of omnichannel is not the same as effectively implementing strategies and technology.

That's according to a report by Brightpearl, which finds that while over 90% of retailers and brands have an omnichannel strategy or plan to invest in one soon, only 8% believe they have mastered omnichannel or have the right omnichannel technology in place (12%). The report, "The State of Omnichannel," features findings from 352 retail leaders. Forty-five percent say they either do not have the right omnichannel technology or feel they would benefit from additional technology platforms.

In other findings:

• Over half of retailers consider their omnichannel approach a "work in progress" and 19% say it is a "struggle" or a "pipedream." Seventy-four percent are dissatisfied with their strategy execution and progress.

• More than six out of ten survey respondents say the key payoff from implementing omnichannel successfully is to provide better customer service.

“Omnichannel execution needs significant improvement,” said Derek O'Carroll, CEO of Brightpearl, a cloud-based ERP system for retailers and wholesalers. “Retailers need to invest more time and resource into technology to effectively implement their omnichannel strategies or face being left behind.”
This ad will auto-close in 10 seconds