In a recent test of 10 major retailers’ omnichannel capabilities, some stood taller than others, but all have the basics in place. And all have room to up their game.
Internet Retailer editors purchased items online and picked them up in stores in late December and early January. Based on those transactions, and editors’ subsequent returns to stores, they evaluated retailers’ website, mobile and in-store omnichannel features. They then awarded points in 41 service categories, which they used to form the basis of a ranking of the tested retailers.
The results were a mixed bag. Editors, who visited a mix of suburban and urban locations for the 10 retailers, found that many merchants got several elements right in terms of both omnichannel features and functions. But few have mastered both online and offline sales and service coordination.
For some, like Walmart and Target, issues were related to scope: it’s difficult to get stores and websites aligned when there are more than 3,500 and 1,800 locations, respectively.
And location is a mitigating factor as urban stores often have a small footprint and limited or non-existent parking. That pretty well doomed some potential buy online, pick up in store options (BOPIS), such as curbside pickup.
All 20 locations tested offered same-day BOPIS, allowed shoppers to return online orders to a store, showed in-store stock status, provided directions in an email about where to pick up orders in the store, alerted shoppers when orders were ready for pickup, price-matched in-store prices with those online and provided in-store Wi-Fi.
Internet Retailer’s examination went further into a more detailed review of services. The test was conducted for the 2019 Omnichannel Report and a summary of the best, worst and most disappointing among the 10 merchants follows.
Walmart received the highest score in Internet Retailer’s test, 159 of a possible 200, thanks to…
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