Brands Fall Short of Adequate Omnichannel Experience During Pandemic

Posted on by Chief Marketer Staff

The key to retail marketing success during the pandemic is the ability to master an omnichannel experience, according to McKinsey analysts we spoke to recently. However, despite the need for a seamless experience across platforms, most brands aren’t meeting consumer needs.

The findings of a new report from NewStore names companies that are leading in their omnichannel efforts as well as how brands are tackling contactless payments, curbside pickup and “buy online pickup in store” (BOPIS) capabilities, according to an article in Multichannel Merchant.

Brand leaders include Louis Vuitton, Nordstrom, Saks Fifth Avenue, Cuyana and Michael Kors. The practices that are succeeding are providing safety and convenience, which includes contactless payment and fulfillment options.

The report suggests that while many brands have implemented BOPIS and curbside pickup, online storefronts and physical locations are not truly integrated and only able to support portions of their customer base. Just 4 percent of brands were considered “thriving” with implementing omnichannel convenience and 39 percent were considered by NewStore to be “avoiding” the implementation altogether. Customer experience, including booking appointments online and scheduling pickup times, were rated similarly.

For more detail on the report’s findings, read on in Multichannel Merchant.

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