Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

UK Retail Leads in Omnichannel Adoption

Blog
20th October 2015

Consulting firm Kurt Salmon recently published their 2015 analysis of the retail omnichannel market in Europe. Being British and focused on omnichannel developments in the UK the most striking results that leap out from the research is that British retailers are far ahead of their European counterparts.

The research focused on four different areas; mobile, online, social, and cross channel. It stated that every company surveyed could improve their cross channel offering, but in the other areas there are clear winners.

The leading companies were Topshop, Wallis, and Miss Selfridge, followed by department stores John Lewis and House of Fraser.  A particularly good result was for the Arcadia group, with Topshop the top brand overall across all metrics.

An interesting observation from the survey was that one area where British stores appear far behind continental Europe is in offering stock checking options on the website. Having the ability to go online and check that an item of stock can be found in a store is a strong driver for customers to visit a store. If they need an item quickly it helps immensely to check stock levels or even having the ability to check stock and then reserve the items.

This is a great example of how the online store can be married to the physical store in a way that makes both online and offline work together. Retailers looking to drive cross channel engagement need to consider exactly how to enable customers to use the right channel at the right time, without an enormous cost of switching.

Given that the weakest area for all companies in this research was support for customers across multiple channels there is still plenty of work to be done. Perhaps by next year, some of these companies can have a much stronger omnichannel offer for their customers.

What do you think about the state of omnichannel adoption in retailers across Europe? Leave a comment here or get in touch via my LinkedIn profile.

 

Image via melenita2012


Leave a Reply

Your email address will not be published.Required fields are marked *


Tags:

Helen Murray
Article by: Helen Murray

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
News
Webhelp Shortlisted for Three Awards at the 2016 European Contact Centre & Customer Service Awards

Leading global customer experience and business process outsourcing company, Webhelp, has been named as a finalist in three categories at this year’s prestigious European Contact Centre & Customer Service Awards (ECCCSA). With an expanded remit in 2016 the ECCCSA covers organisations representing more than 35,000 contact centres in 20 countries with around 4 million employees, making...

News
Webhelp selected by Unilever to deliver European customer contact services

FALKIRK, July 13, 2016 - Global customer experience and business process outsourcer, Webhelp, has been selected by international consumer goods giant Unilever, to deliver customer contact services across Europe. The contract will see Webhelp handling the day to day management of the customer...

Blog
Are High Street Stores Now The Weakest Link For Retailers?

As I have often detailed here, omnichannel is here to stay. Customer expectations today demand that the experience they have of a brand is just as good online as offline and however they choose to communicate, the service will be great. That’s what customers expect today, but for many brands...

Whitepaper
Digital Coaching: Retailer Feature

'Wouldn't you rather not call me?' Why the contact centre's biggest contribution to retail success is to drive contact online. Two years ago the global consulting firm Deloitte threw a cat among the retailing pigeons with its prediction that by 2020 physical stores would be replaced by...

×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the terms and conditions.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp terms and contitions outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook