2018-美国电子商务全渠道赢家（英文版）-5mb

2018 Omnichannel Winners in U.S. E-Commerce Summary

Core Content

This report evaluates the omnichannel strategies of 24 U.S. retail chains across nine categories. It highlights which retailers are excelling in providing seamless, integrated shopping experiences and identifies areas where they need improvement. The analysis is based on a combination of consumer surveys, retailer data, and firsthand testing of omnichannel features.

Main Points

• Omnichannel Retailing: Enables consumers to shop across multiple channels (online, mobile, in-store) with ease, making it a critical strategy for modern retailers.
• Consumer Behavior: A significant portion of shoppers (62%) have purchased products online and picked them up in-store, showing a growing preference for flexible shopping options.
• BOPIS (Buy Online, Pick Up In Store): This feature is widely adopted, with 75% of retailers offering it. However, the quality of the experience varies significantly, with some retailers providing real-time updates and clear instructions, while others lag in communication and availability.
• Mobile App Adoption: 88% of retailers have a mobile app, but only 17% offer wayfinding features, which are particularly useful in large stores. Other features like in-store stock counts, store locators, and mobile promotions are more commonly available.
• Technology and Execution: A successful omnichannel strategy requires the right technology partners, alignment of digital and in-store teams, and flexible systems that support omnichannel fulfillment.
• Training and Staff Empowerment: Store associates must be trained and equipped to support omnichannel operations, especially for last-mile delivery and customer service.

Key Findings

• Walmart topped the list with a score of 67, excelling in BOPIS, in-store stock availability, and mobile features.
• BOPIS Features: Most retailers offer basic BOPIS, but only 83% send a notification when the order is ready, and 58% offer same-day pickup.
• Mobile Features: Only 17% offer wayfinding, while 88% provide store locators and 88% offer in-store stock counts.
• Inventory Management: Real-time stock updates and accurate inventory visibility are essential for a smooth omnichannel experience.
• Consumer Insights: Shoppers prefer to research items online before visiting stores, and 62% have used BOPIS in the past year.

Rankings by Category

Conclusion

Omnichannel retailing is becoming a necessity, not just an option, for retailers aiming to stay competitive. The report emphasizes the importance of seamless integration between online and in-store experiences, with a focus on BOPIS, mobile apps, and real-time inventory visibility. While many retailers are making strides in these areas, challenges such as inventory accuracy, technology limitations, and staff training remain. Retailers that excel in omnichannel are those that prioritize customer convenience, invest in the right technology, and align their operations across channels.