Multichannel has been a key focus for retailers, but there is now a shift towards an omnichannel approach, giving customers a seamless shopping experience across all sales routes.
A report this month by Kurt Salmon identified Oasis as having the best omnichannel presence of any UK fashion retailer. The research looked at customer service from 50 retailers across four channels – store, online, mobile and social media – and how easily customers could complete a cross-channel purchase. Oasis was identified as having the best customer journey via several channels.
This is a result of Oasis having a clear strategy for all of its channels to market. It offers a range of options to customers, including reserve-and-collect in store, which is increasingly important as customers shopping habits are changing.
The trend towards omnichannel retail also emphasises the need for integrated data so retailers can analyse how consumers behave as they interact with the various touchpoints.