near
Follow @SamJermy and @SupplyChainD on Twitter. The TopShop, Wallis and Miss Selfridge brands of Arcadia teams took the top 3 spots in joint control.
Follow us @SamJermy and @SupplyChainD on Twitter.
Arcadia’s TopShop, Wallis and Miss Selfridge brands occupied the 3 most sensitive locations in control consultant Kurt Salmon’s omnichannel fashion survey; a hit for TopShop, which took first place in last year’s survey (which covered only the UK).
In this expanded survey, more than one hundred fashion companies in the UK, France and Germany were rated for their functionality in 4 dimensions; online, mobile, social and multichannel. As with last year’s results, no company has excelled in all areas.
The UK had two players: Jack Wills (online) and Selfridges (social), while France led with Marc O’Polo (mobile) and Etam (cross-channel).
Sarah Davis, Kurt Salmon’s UK director of digital practice, said: “Inter-channel execution is the biggest challenge in any market. Retailers do not sufficiently integrate their physical assets into the omnichannel purchasing process.
“Consumers find it difficult to get the grocery products and reports they want, resulting in lost sales. Shoppers interact more particularly with the online logo than with retail staff, putting the store channel at a threat to the future. “
Consistency between e-commerce and exhibitions, images, promotions and in-store is the ultimate difficulty to achieve. Only five of the UK stores actually communicated with the order, delivery and collection they submitted at their points of sale and only thirteen provided their sales staff with the equipment they needed to deliver a personalized and transparent omnichannel visitor engagement.
While the UK has the highest mature omnichannel presence, basically driven by online and cellular activity, it is still behind France and Germany in terms of stock visibility from the online store. -commercial sites.
Davis added: “Buyers need almost instant gratification. Retailers can do this by providing an exclusive view of their stock and can simply tell the visitor if it’s worth going to the store to buy a piece of clothing. “
Another domain where the UK underperforms is the advent of omnichannel loyalty programs: just over a third of surveyed stores were able to use the same loyalty program across multiple channels.
“Consumers want to be identified and rewarded regardless of the purchasing channel. As the possible options of those they shop with multiply and pure players build their game in terms of satisfaction, classic stores and wholesale brands want to seriously think about how to get their consumers to spend more on the diversity of channels created at their disposal. “Davis concludes.
Kurt Salmon is the world leader in control consulting that specializes in the retail and customer product sectors. Kurt Salmon leverages his unmatched industry expertise for business leaders to make strategic, operational, and technological decisions that result in tangible and meaningful results.
Kurt Salmon is a London Stock Exchange (MMC) organization. For more information, visit KurtSalmon. com or follow on Twitter @KurtSalmonUK