Arcadia Group tops European omnichannel fashion survey
After coming first in management consultancy Kurt Salmon’s UK omnichannel fashion survey last year, TopShop has also taken pole position in this year’s study which now also covers France and Germany.
In the expanded survey, more than 100 fashion businesses in the UK, France and Germany were scored on their performance for online, mobile, social and cross-channel. As with last year’s results, no one company was found to excel in all areas.
Sarah Davis, head of Kurt Salmon’s UK digital practice, said: “Cross-channel execution is still presenting the greatest challenge in all markets. Retailers are not sufficiently integrating their bricks-and-mortar assets into the omnichannel shopping journey. This is increasingly leaving consumers struggling to get hold of the products and shopping experiences they want, resulting in lost sales."
In the UK, Jack Wills came top for online while Selfridges took first place for social. Meanwhile, France’s Marc O’Polo and Etam achieved top rankings for mobile and cross channel respectively.
The survey results suggest that consistency between e-commerce and in-store displays, imagery, promotions and services is proving the hardest to achieve. Only five of the UK retailers studied successfully communicated the order, delivery and collections services they offered within their stores and only 13 equipped their sales staff with the tools needed to provide a personalised, seamless omnichannel customer engagement.
Davis added: “Shoppers are having a more meaningful interaction with the brand online than with retailers’ own staff, putting the store channel at risk for the future.”
While the UK has the most mature omnichannel presence, the survey found that it lags behind France and Germany when it comes to online visibility of store stock. Less than 30% of UK businesses were able to provide stock-checking functionality from their e-commerce sites.
“Shoppers want near instant gratification. Retailers could achieve this if they provided a single view of their stock and were able to advise a customer about whether it’s worth venturing in store to try and buy a garment,” said Davis.
Looking at the delivery of omnichannel loyalty programmes, just over a third of the retailers surveyed were able to support the same loyalty scheme across multiple channels.
Davis said: “Consumers want to be recognised and rewarded regardless of the purchasing channel. As the choices of who they shop with proliferate and pure-players up their game in terms of fulfillment, traditional brick-and-mortar retailers and wholesale brands need to think hard about how to incentivise their customers to spend more across the range of channels made available to them.”
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