The state of the omnichannel customer experience 2020
Shopping behaviors are shifting rapidly as more channels and touchpoints are becoming more important to more shoppers. Are retailers keeping pace? In an attempt to answer that question, we shopped 90 retailers in 12 countries. We browsed. We bought. We ordered. We picked up. And we returned. And we documented our journeys in our Customer Experience Index. Read on to see what we learned.
Where are retailers succeeding?
Most retailers we indexed now offer a wide variety of omnichannel options.
Mobile | Social | BOPIS | Empowered Associates
Aggregate score
A look at the most consistent trouble spots
Believe it or not, almost everybody struggled integrating mobile capabilities
Total score on
Mobile Apps
We also discovered not insignificant differences between mobile sites and mobile apps
Overall score on Mobile Websites
Integrated fulfillment flexibility continues to be a challenge for many retailers
Most particularly struggle with same day delivery: only 5% offer same day delivery.
Overall
fulfillment
score
We were also surprised by how few offer integrated endless aisle
There were big-picture challenges that crossed channels, touchpoints and experiences, too.
Overall, we also have a long way to go to get personal. Only 24% of applicable omnichannel offerings are personalized.
And we found the vast majority of brands we indexed really struggled to deliver truly integrated experiences*
Overall integration index
Want to see how your experience stacks up against your competition?
*The number of omnichannel experiences that were integrated across channels and touchpoints
Most retailers we indexed now offer a wide variety of omnichannel options
Mobile | Social | BOPIS |
37%
29%
12%
44%
29%
31%
24%
31%
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Mobile
Social
BOPIS
Empowered Associates
All Verticals
All Tiers
All Regions
However, as an industry, we still have a pretty long way to go to deliver truly integrated experiences
Total score on
Mobile POS
0
10
20
30
40
TIER 1
TIER 2
TIER 3
40%
39%
32%
With few distinctions between revenue tiers
Nor did we find any standout verticals
Where are retailers struggling?
A look at the most consistent trouble spots.
Overall score on Mobile Apps
Endless Aisle via Fixed POS
45%
Endless Aisle via Mobile POS
15%
0
10
20
30
40
50
60
70
80
90
100
Athletic Footwear
Department Store
Specialty HardlineS
Sporting Goods
Specialty Apparel
Luxury
Specialty Footwear
Home Decor
43%
43%
42%
38%
37%
33%
33%
29%
0
10
20
30
40
TIER 1
TIER 2
TIER 3
40%
39%
32%
0
10
20
30
40
50
60
70
80
90
100
43%
43%
42%
38%
37%
33%
33%
29%
Athletic Footwear
Department Store
Specialty HardlineS
Sporting Goods
Specialty Apparel
Luxury
Specialty Footwear
Home Decor