While retailers are prioritizing omnichannel initiatives in their earnings reports and hiring executives to lead such efforts, they’ve been slower to build out rank-and-file teams to execute their omnichannel strategies, according to brand intelligence firm L2’s Omnichannel Retail 2016 report.
Just 6% of retailers rate as “leaders” in omnichannel according to the L2 report, emailed to Retail Dive, which looks at 89 U.S. and seven U.K. retailers with physical and digital sales channels, and features case studies on brands including Argos, Burberry, H&M, Kohl’s, Macy’s, Montblanc, and Wal-Mart.
