Over recent years, shifts in technology spearheaded by the growth of mobile have created an environment in which retailers can no longer afford to think about customer experience in terms of separate channels and silos. But while consumers find it easy to move seamlessly across devices and between the physical and digital worlds, it can be trickier for businesses to set aside the structures and strategies that have served them well for decades.
The omni-channel challenge
At Google, we aspire to being a true partner and consultant to our advertisers, wherever they are in their omni-channel journey. To this end, we partnered with ecommerce consultancy Practicology on a benchmarking exercise looking at the omni-channel customer experience of 145 retailers across seven European countries. Established in 2009, Practicology have since become a leading voice in the art and science of ecommerce, helping retailers plan for the future while delivering exceptional customer experiences today.
The core of the benchmarking project is a set of eight omni-channel principles. These principles form the basis of the seamless, optimised experiences that customers now expect, allowing for frictionless movement between channels. In the course of conducting the audit, Practicology assessed the quality of omni-channel facilitation on mobile, made service enquiries, created accounts and signed up for newsletters and offers, as well as making physical store visits.
The state of omni-channel in Europe
The average performance across the five markets in our study (UK, France, Netherlands, Scandinavia and Germany) reveals only 47.8% of test criteria in place, with the UK alone (52.5%) in utilising more than half of the recommended principles. Among individual retailers, the scores ranged between a high of 68% and a low of 18%, suggesting that from the best performers down, there is a real need for retailers across Europe to continue investing to remove friction and bridge the gaps between channels for their customers.
Source: Think with Google