Practicology and Google have collaborated to produce a series of reports that benchmark the cross-channel customer experience offered by retailers in five European markets.
With consumers increasingly expecting joined-up online and offline experiences, retailers are having to break down traditional silos and embrace seamless, omni-channel models. In a first-of-its-kind benchmarking project, Practicology and Google have examined the cross-channel customer experience of 145 retailers across the UK, Germany, Scandinavia, France and the Netherlands.
The research assessed 38 criteria, across a set of eight omnichannel principles. These principles form the basis of the seamless, optimised experiences that customers now expect, allowing for frictionless movement between channels. In the course of conducting the audit, Practicology performed website reviews on mobile, made service enquiries, created accounts and signed up for newsletters and offers, as well as making physical store visits.
Of the 145 European retailers assessed, Netherlands outdoor and sporting goods retailer, Bever, ranked first excelling at incorporating best in class in-store technology along with providing exceptional omnichannel customer service. UK retailers Schuh and House of Fraser also performed well, ranking in the top 10 retailers from across Europe.
The reports will be launched at a series of events taking place across Europe in 2018, starting with Google’s Think Retail events in Hamburg and London.
The Germany, Scandinavia, France and Netherlands reports will also soon be available to download from our website.
If you’d like to find out more about the results of the research or methodology used, please contact us.