The ecommerce, multichannel and digital directors from over 50 retailers were surveyed by executive search firm Green Park about their business’ omnichannel strategy. Retail Week summarises the findings.

OMNICHANNEL STRATEGY

57%

of retailers do not have a click-and-collect service

71.4%

of retailers have no store incentivisation programme in place for cross-channel sales

52.4%

believed they had too many stores

42%

believed that mobile would be the channel to generate the most growth over the next three years

0.5%

of sales are driven through mobile currently

73.6%

said online did not make up a quarter of total sales

ORGANISATION AND CULTURE

70%

reported directly into the board

10%

said the culture of the organisation had not adapted to omnichannel very well.

SKILLS GAP

<5 years 

The majority of leaders have less than 5 years experience working in online retail

47.3%

said ecommerce trading skills are missing in their team

63.6%

actively looking for opportunities

Once a week

contacted by headhunters regarding opportunities

COMPENSATION & INCENTIVES

<£100k

Salary of 9% of multichannel leaders

£101 to 120k

Salary of 21% of those surveyed

£121 to 140k

Salary of 25% of those surveyed

£141 to 160k

Salary of 32% of people

£161k+

Salary of 13% of the sample

28.6%

have no bonus potential

43%

made no bonus in the past year

14.3%

can make 81% to 100% of their salary in bonus

3%

made 81% to 100% of bonus in the past year

34%

said they were dissatisfied with their remuneration