Omnichannel: the future of retailing

Customer expectations are shifting drastically. A one-size-fits-all approach and disjointed experiences across channels is no longer acceptable. Today's customer expects to be treated as an individual across whichever channels they choose when interacting with a brand.

We carried out consumer research and a detailed evaluation of the omnichannel capabilities of leading UK and US department stores to assess whether they were ready for the future of retail.

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Key Findings

Key findings include:

  • True personalisation is absent from the majority of department store retail experiences
  • Department stores are not bringing together customer data into a single customer view
  • Physical retailing will remain vital, providing retailers can create interactive experiences supported by digitally enabled employees

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