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These retailers are tops in omnichannel customer experience....

An online giant and two traditional retailers garner top marks from shoppers when it comes to providing an omnichannel customer experience.

Amazon, Williams-Sonoma and Kohl's are the top three brands in ForeSee's annual Retail Customer Experience (CX) Rankings, which are based on survey data from over 40,000 shoppers across their store, Web, and mobile experiences.

The report also examines the success of retailers by individual channel — store, Web, and mobile (See chart). Amazon, Costco, Kohl’s, and Nordstrom each took a top spot in two out of three channels, while Tractor Supply ranked No. 1 in Web.

Top StoresTop WebTop Mobile
AppleTractor SupplyWilliams-Sonoma
CostcoCostcoNeiman Marcus

As ‘channel surfing’ between Web, mobile, and store becomes the norm, customers are creating their own unique purchase path from browse to buy. In fact, this year’s report confirmed that more than a quarter of purchases were made in a different channel than where the journey started.

Other key findings include:

• Fifty-seven percent of shoppers are using a mobile device while shopping in a store.

• Forty-nine percent who start in mobile are now staying in mobile through the purchase. This is up significantly from 33% last year.

• Forty-one percent are using two or more channels during the purchase process.

“This year's Retail CX Rankings mark a tipping point towards an all-channel shopping experience,” said Eric Feinberg, VP at ForeSee and author of the report. “There is an incredible opportunity for retailers to benefit from the growth in channel surfing, most notably within the fast-rising contribution of mobile to the overall customer journey. Retailers that understand and provide a seamless omnichannel customer journey are in the best place to win the hearts and wallets of shoppers.”

The retailers included in the ForeSee study were chosen using the 2017 Deloitte Global Powers of Retailing report which ranks global omnichannel retailers by revenue. ForeSee selected the top 50 non-grocery brands with operations in the U.S., U.K., or Canada for this report.
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