Methodology

FitForCommerce omnichannel experts mystery-shopped (on web, mobile and in-store) and evaluated 120 well known retailers — 100 bricks-and-mortar and 20 online-only — across 21 verticals spanning apparel and accessories, consumer electronics, health and beauty, home goods and more.

KEY TAKEAWAY: The 2nd Omnichannel Retail Index study’s overall score improved by 4.8% from the last report, led by mobile category w/ a 20% improvement.

As many of you know, FitForCommerce performed our 2nd NRF Omnichannel Retail Index Benchmarking during the Holiday season of 2015, that tells a story of the progress retailers are making in omnichannel since the first analysis (mid 2015). Here are some key highlights of the findings:

The Online Experience

  • Of the 120 retailers included in the Omnichannel Retail Index, only 28% offer Buy Online Pick Up In-Store signaling a continuing opportunity
  • Online inventory visibility is improving (but ways to go) movingup to 19% of the Index retailers offering the ability to refine search results on a category landing page
  • 44% of the index retailers offer store availability lookup on either a category landing page or a product detail page – a slight uptick

The Mobile Experience

  • One way retailers are addressing the shared and connected experience is via a shared cart from mobile to desktop and vice versa. Our index study shows that 86% of the 120 retailers provide this functionality
  • Email marketing campaigns need to be optimized for mobile and retailers are responding. Our index study shows that 77% of the 120 retailers have mobile optimized email
  • In-store product inventory lookup via a mobile device is not offered nearly as much as the consumer expects. Only 35% of the index retailers provide this

The In-Store Experience

  • In-store signage and tools to help customers understand available omnichannel services help complete the path to purchase. Only 39% of the index retailers provided shopping tools such as interactive displays and kiosks
  • Offering free Wi-Fi can also increase the mobile support for the purchase. Only 33% of the index retailers offer WiFi
  • Retailers recognize the importance of Save-a-Sale. 69% of the store associates of the index retailers offered to find an item online or in another store

Questions about how you stack up to the Omnichannel Retail Index or how you can leverage it? Learn more here.