IR-美国电子商务全渠道赢家（英文版）-2018-99页-5mb

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

Core Content

This report evaluates the omnichannel strategies of 24 retail chains across nine categories, based on a comprehensive analysis of their services and execution. The findings highlight which retailers excel in offering seamless, integrated shopping experiences and where improvements are still needed.

Main Points

• Omnichannel Retailing: Enables consumers to shop across multiple channels (online, mobile, app, and in-store) and provides flexibility in how, when, and where they make purchases.
• Consumer Behavior:
  • 62% of U.S. consumers purchased online and picked up in-store in the past year.
  • 51% rated their BOPIS experience as "excellent" or "good".
  • 26% always research items online before in-store purchase, and 42% do so frequently.
• Retailer Commitment:
  • 75% of the retailers offer Buy Online, Pick Up In Store (BOPIS).
  • 88% of the retailers have a mobile app, though only 17% offer wayfinding features.
  • 100% of retailers have a store locator, and 96% allow returns of online orders at stores.
• Technology and Execution:
  • A well-executed omnichannel strategy requires the right technology partners, executive support, and store-level alignment.
  • Features such as real-time inventory, clear directions, and in-store assistance are crucial for success.
  • Retailers that provide a seamless experience across channels tend to see higher customer spending and satisfaction.

Key Features and Performance

BOPIS Performance

Mobile App Features

Retailer Rankings (Overall)

Standouts and Areas for Improvement

Best BOPIS Experience

• Home Depot: Sends text notifications when orders are ready and provides precise in-store locations.
• Target: Offers in-store pickup within less than an hour.
• Urban Outfitters: Clear signage for online order pickup.
• J.C. Penney: Detailed email instructions for pickup.
• Sears: Specific email guidance with a sales check number.
• Nordstrom: Easy and personalized pickup process.

Areas Needing Improvement

• American Eagle Outfitters: Fails to notify customers promptly when orders are ready.
• Gap Inc.: Only offers reserve online for pickup in some locations and has limited BOPIS availability.
• Ulta, Sephora, Amazon Books: Do not offer BOPIS.

Technology and Staff Training

• Mobile App: While most retailers have apps, only a few offer advanced features like wayfinding.
• Store Associates: Training and equipping staff with the right tools is essential for the last-mile experience.
• Loyalty and Personalization: Tying apps to loyalty programs and personalized promotions enhances customer conversion.

Conclusion

The report emphasizes that successful omnichannel strategies are not just about technology, but also about aligning operations, providing accurate information, and ensuring a seamless experience across all channels. Retailers that excel in these areas see higher customer engagement and spending. The key to success lies in flexibility, customer-centric approaches, and strong integration between online and in-store operations.