E-commerce agency Ampersand has revealed findings in its Multi-channel Retail Report, which identifies the top and bottom-ranking multi-channel retail brands in the UK.
Using its Retail Matrix, a scoring mechanism designed to rate retailers based on the core tenets of multi-channel retailing, Ampersand has highlighted the following retailers as those to benchmark against and those with significant scope for improvement:
|Top overall rated multi-channel retailers||Bottom overall rated multi-channel retailers|
|House of Fraser||HI Weldricks|
|Marks and Spencer||Rowlands Pharmacy|
|Asda Direct||Manor Pharmacy|
|Tesco Direct||Russell Hobbs|
The report found that of bricks and clicks retailers, almost a third (31%) of multi-channel retailers do not offer a persistent cart across devices – the ability to add items to cart on one device and complete the transaction on another. In addition, just 69% of retailers offer a guest checkout, meaning that 31% force customers to sign-up to buy.
Given the popularity of click and collect, only 58% offer this service, whereas 72% offer next day delivery and 7% offer a same day option. Of those that provide a click and collect service, only 9% allow collection within the hour or immediately. Furthermore, just 10% of those surveyed offer a non-store collection service such as train station locker.
Other findings include:
- 14 retailers continue to disregard mobile optimisation as part of their multi-channel strategy including Hamleys, Russell Hobbs, Aquascutum, Nespresso and Thomas Pink. Out of the 14, three have a mobile app, only one of which is transactional – Nespresso
- 44% do not advertise free returns for online purchases
- Only 42% of retailers offer real-time stock availability
- 12% of retailers do not make use of mobile geolocation as part of their store locator
“A truly multi-channel experience calls for a seamless shopping experience across all platforms – be it in store, online or on mobile devices. The ‘day job’ often distracts us from our ultimate aim of amazing customer experiences.” said Darryl Adie, managing director, Ampersand.
“With many retailers still failing to execute on obvious strategies to build customer loyalty, it’s clear that technology and evolving consumer behaviour have challenged the capabilities of retailers to their limits. This report’s aim is to provide insight and a quantitative framework for measurement to aid in giving retailers actionable items to focus on.”