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European retailers focus on a seamless customer experience

August 7, 2017

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In our 2015 benchmark on the state of Omnichannel Retailing (Omnichannel 2015: Taking Time, Money, Commitment And Technology, September 2015), we noted that EU and UK retailers have offered an eCommerce channel to consumers longer than their North American counterparts, and that this was actually working against them, since legacy eCommerce systems often didn’t offer the flexibility and nimbleness to add features and functions quickly, with a minimum of cost and pain.

Additionally, we were surprised in that study to learn that almost three times as many UK/EU retailers as US retailers didn’t know what effect the digital channels had on store sales (32% compared to 12%), and conjectured that this was the result poorly synchronised activities across channels.

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