A recent report has revealed how European supermarkets have yet to deliver a complete omnichannel experience, along with the need to work on their in-store service, mobile offerings and delivery options.
In IBM's European Omnichannel Capabilities Index report, 169 European retailers were assessed against 75 criteria to measure how well they perform in providing an omnichannel experience and the basics of good customer service.
In a truly omnichannel world, the customer has the ability to receive personalised and consistent service from any brand touchpoint, including mobile, online, high street and social media.
With shoppers now using technology in the shopping process, services such as click-and-collect or buy online and return to store are expected as standard.
However, the internal organisation of many companies has not caught up to deliver this seamless experience, according to IBM's research.
The survey reveals a number of inconsistencies across services. The most consistently delivered criterion is a ‘universal price strategy’ across all channels, with a rating of 76 per cent, while the least consistently delivered is ‘e-commerce service: in-store’ (e.g. check-in with a smartphone or self-scanning payment terminal), at only 9 per cent.
According to the results, on average, the capabilities that need the most work, beyond in-store service, are ‘mobile apps’, at 27 per cent, ‘click-and-collect’ – buying online and picking up in store – at 33.5 per cent, and ‘home delivery’ at 34 per cent.
“A growing number of consumers expect retailers to offer a true omnichannel shopping experience," said Martin Butler, head of retail for IBM UK and Ireland.
“The shopping journey is now very different for certain product categories, such as electrical and fashion. We performed the benchmark to allow retailers to assess themselves against their competition in order that they prioritise their investment in line with consumer demands.”
© 2014 - European Supermarket Magazine
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