Total Retail's 2017 Top 100 Omnichannel Retailers
In its first ever ranking of 100 publicly traded retailers by their omnichannel capabilities, Total Retail, in conjunction with Radial, a leading omnichannel commerce technology and operations provider, produced Total Retail’s 2017 Top 100 Omnichannel Retailers report to offer a blueprint for brands on how to deliver the seamless, quick and enjoyable customer experiences that today’s digitally savvy consumers demand.
This report serves as a supplement to Total Retail’s annual Top 100 Fastest-Growing Retailers list, which ranks the fastest-growing public retailers based on year-over-year sales. We’ve taken that list of fastest-growing retailers and scored them based on the omnichannel experiences they offer to their customers.
The report answers the question, “What is omnichannel retail?” by scoring the retailers on seven criteria — does it offer buy online, pick up in-store; does it offer the ability to search for in-store products on its website; does it offer a shared cart across channels (e.g., mobile to desktop); are loyalty points able to earned and redeemed across channels; are products able to be returned across channels (e.g., return online purchases in-store); does it offer customer service in three or more channels; and is product pricing consistent across channels.
Here are some of the key findings from the report:
- DSW, UGG, Urban Outfitters, and Zumiez tied atop the rankings, each earning a maximum score of 100;
- 63 percent of the retailers do not offer buy online, pick up in-store for their customers;
- just 50 percent of the retailers studied provide online shoppers visibility into inventory at their local brick-and-mortar location; and
- 83 percent of the retailers do have shared shopping carts across channels.
This report will help retailers see where they stand in terms of the omnichannel experiences they’re providing their customers. It can also provide insight into opportunities that may exist in their product categories to offer services that customers want but aren’t getting from competitors.