In its second annual ranking of 100 publicly traded retailers based on their omnichannel capabilities/programs
offered and the execution of said programs, Total Retail, in conjunction with Radial, a leading omnichannel commerce technology and operations provider, uncovered the brands leading the way in giving consumers the seamless purchase journeys they’ve come demand. Likewise, we’ve exposed the brands that have a lot of work to do in getting their businesses prepared to compete in today’s omnichannel environment. Your competition isn’t going to wait for you!
The retailers were judged on the following seven omnichannel criteria — does it offer buy online, pick up in-store
; does it offer the ability to search for in-store products on its website, including access to stock availability; does it offer a shared cart across channels (e.g., mobile to desktop); can loyalty points be earned and redeemed across channels; can products be returned across channels (e.g., return online purchases in-store); does it offer five or more channels for customers to engage customer service staff; and is product pricing consistent across channels. The research was compiled in the first quarter of 2018. A breakdown of how the scoring was calculated can be found in the Methodology section at the conclusion of the report.
There are some familiar brands at the top of this year’s rankings. For the second straight year, DSW and UGG tied for the top spot (along with LIDS). These companies have shown a willingness to invest in technologies that enable the types of seamless omnichannel shopping
that consumers demand. On the flip side, for the second straight year, off-price retail chains can be found at the bottom of the rankings. Ross Stores, Marshalls and T.J. Maxx (the latter two both part of TJX Cos.) all are in the bottom half of the rankings, in large part due to their lack of e-commerce websites.
The companies to make the biggest improvement in the rankings year-over-year include footwear brand Steve Madden (from 11th overall in 2017 to fourth overall this year); Sears (from seventh in 52% 78% of retailers offer some form of a buy online, pick up in-store program. of retailers offer a shared cart, down 5 percent from 2017. Executive Summary s the Department Stores category in 2017 to third this year); and LIDS (jumped up to first in its category, Apparel and Accessories, after finishing sixth in the category in 2017). Likewise, the companies that saw the biggest decline in their ranking year-over included Lumber Liquidators (dropped to last in its category, Home Improvement, after finishing second in 2017) and Macy’s (fell from the second spot in its category, Department Stores, to fifth place this year).
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