¿Where are you vs your competitors in an omnichannel context and where to go?
Leading retailers concentrate their efforts in those omnichannel initiatives that, mainly through mobile, have a greater impact on costumer experience and that entail an important operational transformation in the physical store. Here lies the main challenge of the sector.
Decathlon, leader for the second consecutive year
Decathlon, Kiabi and Ikea lead the top 10 of the multisectorial ranking. There is a strong omnichannel activity going on in 2018, highlighting that 6 of the top 10 brands that join the group of featured in this edition of 2018.
There is still room to incorporate possible new omnichannel initiatives. The most advanced score is 2/3 of the theoretical maximum possible.
Advanced and Laggards
The level of omnichannel development is not linear and the digital gap between Advanced and Laggards operators is widening.
By areas, marketing is the main gateway to omnichannel and is where there is less difference between Advanced and Laggards.
On the other hand, in Store and Mobile areas, the gap between the two groups of retailers is more noticed.
Initiatives where there is a wider gap between Advanced and Laggards are: real stock visibility in store, click & collect and own app.
2018 vs 017 Evolution
The initiatives that retailers have incorporated the most, are those that integrate the physical store through the mobile in the customer’s journey related to payment methods, Click & collect and availability of stock.
Differences between the various Retail sectors
Leisure and Technology continues to maintain its leadership in the omnichannel field. There is a progressive convergence between sectors, highlighting the strong growth of Fashion.
Omnichannel is not a mere additional layer to the conventional management in Retail
The incorporation of new omnichannel initiatives makes more evident the need to transform and integrate conventional channels to achieve greater real operational efficiency, and not only additional costs for the existing business model.
Mhe works for retail chains and brands optimizing formats in an Omnichannel environment
International vision, consumer insights and external benchmarking
Omnichannel environment transformation
- Customer Experience optimization
- Assortment adaptation
- Promotional activity optimization
- Commercial efficiency in store operations
- Locations strategy and POS typology
If you want to confirm where are you vs your competitors in an omnichannel context and where to go do not hesitate to contact us
More Info: carlos.dominguez@mheconsumer.com
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