Omnichannel Strategies Benefit Sales Customer
service advantages are also present
Omnichannel strategies have a lot going for them, according to
retailers in the US and UK who have begun to implement plans to help their
customers shop whenever, however they want.
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The biggest factor is sales, according to respondents to LCP
Consulting polling from 2015. Overall, 68% of retail executives
said an omnichannel strategy had boosted sales.
That was about even with 2014 levels, and up from 57% who said
the same in 2013.
A solid majority of respondents also agreed that omnichannel
strategies had helped them deliver better customer service. Here, however,
responses had not changed much over time, hovering around 60% since 2013.
It was an open question, meanwhile, whether a retailer’s
operating model benefited from omnichannel. Respondents bounced back and forth
year after year, with about half agreeing operations were better in 2015 due to
an omnichannel strategy.
Many retailers have changed how they fulfill orders because of
cross-channel needs, and noted changing pressures on the supply
chain from omnichannel practices.
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