Global technology company, Google, wanted to assess the omnichannel performance of 145 major retailers from five regions across Europe, recognising consumers’ increasing expectations for joined-up online and offline experiences.
Google approached Practicology to conduct research that would take a mobile-first approach and span mobile websites, customer service, fulfilment options, email marketing communications and in-store assessments. With these insights, Google wanted to create a benchmark of the all the retailers, produce individual reports for each retailer, including recommendations and best practice examples, and a market summary report covering each of the regions.
Practicology worked with Google to decide the 38 criteria that each retailer could be accurately and fairly scored against.
The chosen criteria spanned the full breadth of omnichannel customer experience and allowed Practicology’s consultants to determine how successfully each retailer performed. The criteria focussed primarily on the ease of moving across channels; between mobile and desktop websites and from online to offline.
Practicology consultants reviewed 145 mobile sites, conducted 145 store visits in seven European countries, sending over 150 customer service email enquiries and making eight hours of customer service phone calls in five markets.
Practicology used the resulting data to produce individual, bespoke reports for each of the 145 retailers. These reports highlighted each retailer’s scoring and rank within its region along with best practice examples of omnichannel customer experience from across Europe and selected key recommendations which would produce short and long-term wins.
Research data and commentary were also used to produce market summary reports for each of the five regions and a ranking of the best performing omnichannel retailers from across Europe.
Findings from the research were revealed at a series of launch events across Europe in early 2018.