Report: Only 6% of Retailers Have Fully Implemented Omnichannel Commerce
May 2, 2016
Despite what seems like an overwhelming amount of attention paid to delivering seamless sales experiences, only 6 percent of retailers describe themselves as “fully implemented” when asked to rate their omnichannel readiness, according to a new report. The survey, conducted by McKinsey’s Periscope unit at an international gathering of retailers last month, also found that 78 percent said they lacked a “one-brand experience” across all their sales channels.
The top challenge facing companies that want to deliver such an experience, according to the survey results, is a lack of customer analytics across channels (67 percent) followed by a siloed organizational structure (48 percent).
“Consumers are desperate for omnichannel experiences, they work across channels, why can’t their favorite retailers? In their minds it is a simple as that, and it leads to frustration, and diminishes brand loyalty,” said Channie Mize, general manager for retail at Periscope. “Whilst there are technical challenges to delivering omnichannel experiences, the biggest challenge for retailers is the organizational change that needs to take place: the removal of organizational siloes, creation of new processes and the forming teams that work across, rather than within channels.”