Zumiez Ranks as Top Omnichannel Retailer
The article below is an excerpt from Total Retail’s inaugural Top 100 Omnichannel Retailers report. Zumiez tied with DSW, UGG and Urban Outfitters for the No. 1 ranking on the list.
Coming in first place on Total Retail’s inaugural ranking of the Top 100 Omnichannel Retailers is Zumiez, the clothing, footwear, accessories and hard goods retailer for skate and snow enthusiasts. Zumiez received a maximum score of 100 points across the seven criteria — buy online, pick up in-store; search in-store products online; shared cart; loyalty points earned/redeemed across channels; return products across channels; three or more channels available for customer service; and pricing consistency across channels.
Last year, Zumiez implemented a new platform that provided it with a point-of-sale experience that includes full omnichannel capabilities. Zumiez turned its over 500-plus retail locations in the U.S. into fulfillment centers as well, giving consumers flexible paths to purchase.
“While our primary objective in this project is to deliver a seamless omnichannel customer experience, we also wanted to significantly improve operational performance,” said Troy Brown, executive vice president of e-commerce and omnichannel at Zumiez.
Zumiez’s customers are now able to reserve/buy online and pick up in-store same day; ship from any store to any location; and order online from the store. As you can see, stores are an essential part of Zumiez’s omnichannel experience.
Another essential part of the omnichannel experience for Zumiez is its loyalty program, Zumiez Stash. Shoppers can redeem points online and in-store, and there’s even a Zumiez Stash app that keeps track of points for its loyalty members.
The lifestyle brand also offers customer service across three different channels — phone, mail and email.
To see the full list of Top 100 Omnichannel Retailers and other company profiles, you can download the report here.
Related story: Technology Helps Make UGG a Top Omnichannel Retailer