Report: Omnichannel Capability ‘Table Stakes’ for Retailers

April 7, 2016

Report: Omnichannel Capability ‘Table Stakes’ for Retailers Omnichannel capabilities are becoming more commonplace, according to a new report, and retailers that are not thinking about integrating online and brick-and-mortar sales channels into a seamless customer experience could fall behind competitors.

The National Retail Federation and e-commerce consultancy FitForCommerce, in the second Omnichannel Retail Index, found several key areas where retailers are expanding an omnichannel experience. Twenty-eight percent of retailers polled reported offering buy online/pick up in store, a 20 percent increase from the first Index released in October of last year. The number of retailers that offer mobile-optimized email jumped from 55 percent to 77 percent since October. And, the number of merchants that train store associates to offer to find items online or in another store increased from 39 percent to 69 percent in just half a year.

“This report shows that retailers are taking major steps to integrate their in-store and digital operations and narrow the difference between the two,” said NRF Senior Vice President and Executive Director Vicki Cantrell. “The growing omnichannel approach to retail gives consumers familiar consistency whether they are shopping on their phone, on a tablet or laptop, or in the actual store.”

FitForCommerce CEO Bernardine Wu went a step further, calling the implementation of omnichannel best practices “table stakes” for retailers that want to remain competitive.