According to a survey by Rakuten Insight among consumers in Asia, browsing products online and buying them in a retail store was the leading shopping channel as of November 2023. Finding the item and purchasing them online was a popular shopping channel for most surveyed Asian countries, with ** percent of the respondents in South Korea and Taiwan using this channel as of November 2023.

During a 2022 survey carried out among business managers and above who were familiar with their company's customer experience, marketing tech, or customer data strategies from various countries across the globe, ** percent stated they felt they were successfully achieving omnichannel personalization. A year earlier, the share stood at ** percent.

As of 2017, eight percent of retailer and brand respondents stated that their company had mastered omnichannel. For the majority of respondents (** percent), omnichannel was a work in progress within their companies.

As of 2019, roughly half of consumers in the United States had experienced order online, pickup in-store services from mass merchandisers. Just under ** percent of U.S. consumers experienced the same service from grocery stores.

Omnichannel services in grocery stores
In 2020, more than half of grocery retailers in the United States offered mobile shopping app services for their stores, making it the most common omnichannel service in grocery stores that year. Third-party vendor home delivery and drive-up collection site services were also commonly provided. Just under ** percent of grocery stores did not offer any type of omnichannel service for consumers to make use of.

Omnichannel capabilities in the United Kingdom Retailers in the United Kingdom offer omnichannel capabilities and digital in-store experience to customers. Boots, Lego, and Tesco were ranked the highest in terms of their capabilities. When it came to key aspects of omnichannel, retailers in the United Kingdom were prioritizing personalization of the individual consumers' experience, investment in back-end and front-end technologies.

Retailers have been quick and efficient in adapting to the transformative impact of technology on the retail trade, be it in last mile operations, sales channels or customer experience (CX). In Europe, multinational retailers from Germany, France, and the Netherlands were at the forefront of providing shoppers with top level retail experience based on their omnichannel performance. According to a benchmark report issued by Google, the Dutch outdoors sports retailer Bever ranked as the leading European omnichannel retailer, having fulfilled ** percent of omnichannel CX criteria. The quest for frictionless retail Omnichannel retail combines in-store and online retail in the most seamless way possible. Retailers that aim to provide a frictionless shopping journeys utilize multichannel sales strategies across all possible devices and platforms. Today, most European countries where e-commerce retail flourishes also score well as omnichannel retailers. As displayed in the statistic, French, German, Swedish and UK retailers are in a fierce competition to deliver the best omnichannel experience. Retail technology investments Still, retail companies have a long way to go when it comes to frictionless retail at full capacity, as the leading omnichannel retailers only scored between ** and ** percent. A survey carried out with retail executives in the UK and France in 2018 revealed that investing in more retail technology that also focuses on omnichannel was certainly on the retailers’ mind. Around one-third of retail businesses invested in improving or introducing their own mobile apps, for example. The same study also showed mobile payments were on the agenda of retailers that wanted to deliver an exceptional customer experience.

Shoppers and retailers in the United Kingdom engage in various omnichannel activities. For instance, ** percent of retailers have begun investing in omnichannel, unified commerce solutions. From the consumer perspective, more than half of UK shoppers have indicated that an omnichannel perk such as being allowed to order online and return in store would increase their loyalty.

The source estimated that omnichannel retail media advertising spending in the United States, which includes a retailer's ecommerce digital properties (websites and apps), on-premise signage (in-store and imiadetely adjacent exterior), as well as the retailer's media network (RMN) or demand-side platform (DSP), would increase by ** percent in 2024, to reach roughly ** billion U.S. dollars. The growth rate is expected to remain at over ** percent in the entire presented period.

This statistic illustrates where shoppers started their 'purchase journey' in the United Kingdom on purchases made between November 2015 and January 2016. Of respondents, 54 percent started their path to purchase online on the store's website. A further 12 percent looked online on another website or competitors website first.

Almost one in two e-commerce decision-makers in Europe and North America believed omnichannel strategies to be very important in 2021, an October 2020 survey revealed. Another ** percent thought having an omnichannel strategy was quite important for their business in 2021.

In 2017, ** percent of retailer and brand respondents stated that budget pressure and margin compression was the biggest challenge to their company when trying to enhance their omnichannel strategy. The integration of different selling channels was chosen as a key barrier by over half retailer and brand respondents.

In a recent index benchmarking global luxury brands on a number of different metrics such as brand awareness, omnichannel capabilities, and innovation, Tommy Hilfiger ranked the highest in terms of availability of omnichannel sales capabilities. Features such as fulfilment options and regional e-commerce coverage were taken into account when indexing the brands. Among the brands that scored over ** out of 100 were also Michael Kors, Prada, and Ralph Lauren.

This chart displays the share of omnichannel retailing aspects that leading retailers are prioritizing in the United Kingdom (UK) in 2018. For key retailers in the UK, single view of the customer was the top priority area with ** percent of responding retailers indicating it as their most prioritized tenet of omnichannel retail. Following that, personalization of the individual consumers' experience, investment in back-end and front-end technologies were also listed as areas that UK retailers are prioritizing.

As of June 2020, ** percent of consumers in the United States stated that they were using buy online, pickup in-store services more often since the beginning of the COVID-19 pandemic. For further information about the coronavirus (COVID-19) pandemic, please visit our dedicated Facts and Figures page.

Availability of multiple customer service channels was the most common omnichannel feature offered by luxury brands globally. According to a recent benchmark study on luxury fashion, over ** percent of luxury brands enabled real-time stock availability, cross-channel returns, the possibility to pre-order and in-store appointments. Loyalty programs were still not picked up by the luxury industry, with only ***** percent of brands offering this.

As of 2020, only ** percent of retailers had optimized their customer journey for buy online, return in-store services. A digital customer journey through this service incurred an average margin loss of *** points when compared to a tradition in-store purchase due to additional costs of fulfillment.

Grocery retailers with e-commerce operations are the companies struggling the most with omnichannel customer experience, a worldwide survey from 2022 revealed. A truly holistic omnichannel digital experience was a challenge for ** precent of retailers and ** percent of e-commerce pure players. As such, the latter are likely willing to branch out into traditional retail.

The most common omnichannel behavior of shoppers in retail stores in Poland in 2023 was ******************************************** to buy it online later.

This statistic displays the leading fashion retailers in the United Kingdom (UK) with the highest omnichannel customer experience score in 2018. The data reveals that of the analyzed retailers that have both physical store existence and sell online, Schuh and House of Fraser ranked the highest when it came to omnichannel customer experience, securing a score of ** percent each. Fashion retailer New Look was another high scoring retailer in the UK that met ** percent of omnichannel customer experience criteria in 2018.

In the week ending December 29, 2019, e-commerce accounted for 14 percent of omnichannel retail sales in the United States. However, online sales accounted for 63 percent of omnichannel growth during the same period.

Among retailers running their business in UK high streets in 2019, Boots ranks at the very top when it comes to omnichannel capabilities and digital in-store experience offered to customers. Toy retailer Lego and grocery chain Tesco were among the high ranks as well.