UGG Earns No. 1 Spot in List of Top 100 Omnichannel Retailers
UGG, a Deckers Brand company, earned the No. 1 ranking in Total Retail’s analysis of 100 publicly traded retailers based on its omnichannel capabilities/programs offered and the execution of said programs. UGG was part of a three-way tie for first place, joined by DSW and LIDS. The full rankings can be found in Total Retail’s 2018 Top 100 Omnichannel Retailers report.
The retailers were judged on the following seven omnichannel criteria, with the research compiled in the first quarter of 2018: 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.
UGG earned the highest possible score in five of the seven criteria researched. The brand’s shortcomings came in the ability to search online for in-store products, as well as offering three or more channels for customer service.
Where UGG shines is its loyalty program, UGG Rewards. Customers can not only earn and redeem points across channels and at all levels of participation, but they can do so without making purchases. For example, customers can earn rewards points for activities such as adding an item to their wish list, sharing their wish list, connecting with UGG on one of its social channels, writing a product review, and more.
As a brand with wholesale retail partners (e.g., Bloomingdale’s, Lord & Taylor) in addition to company-owned stores, UGG is challenged with the task of keeping pricing consistent across its various channels. Yet according to our research, the brand has passed that test with flying colors. A review of the prices of three items in-store and on ugg.com revealed no differences between the two channels.
UGG is poised to strengthen its brand through an enhanced attention to product, improved methods of customer engagement, and a focus on making the customer journey as seamless as possible.
To see the entire ranking of 100 retailers, as well as gain insights into the companies at the top of the list and the omnichannel trends shaping the industry, download the full report for free today.
Related story: Total Retail's 2018 Top 100 Omnichannel Retailers