The 2018 State of Omnichannel Retail Report

The 2018 State of Omnichannel Retail Report

In the first SHIFT report, we focus our sights on one of the most important factors in modern retail: the omnichannel experience.

In the first SHIFT report − the biggest of its kind − we focus our sights on one of the most important factors in modern retail: the omnichannel experience.

We explore which aspects of omnichannel are considered to be the most important by British consumers, and we examine the correlation between the awareness of certain services and the demand for them. Our findings are then compared with the service levels offered by the top 100 omnichannel retailers.

SHIFT also spoke to consumers who never purchased goods online. Here, we discovered why they only shopped offline, and what − if anything − would convince them to change their ways. The report also looks at what level this group continued to interact with retailers online, despite never making their final purchase using an ecommerce platform.

Inside SHIFT's State of Omnichannel Retail 2018 Report.

Through our research, we also discovered:

  • Which demographic is leading consumer demand
  • The service levels offered by the top 10, 50 and 100 retailers in the UK, and how the average costs change across these performance groups
  • What can be learnt from these trends to predict future behaviour.

To download the free State of Omnichannel Retail 2018 Report and see our findings, analysis and conclusions, simply fill in the form on the report page and we'll send a digital copy your way. Alternatively, drop us a line to get hold of a free print copy courtesy of our team.

Inside SHIFT's State of Omnichannel Retail 2018 Report.

We’d also love to hear your feedback on the report, and respond to any questions you may have, particularly regarding your own efforts to create a true omnichannel experience for your customers. Simply send us an email to editor@shiftmagazine.com.

Recent Articles

The art of the possible: Puma's push for personalisation at New York flagship

With its relative underdog status in the market, Puma is going beyond simply bringing a big presence with its NYC flagship store, using every trick in the book to win new brand advocates through carefully curated, brand-related experiences.

Augmented reality: Finally enriching the customer experience with more than simple gimmicks

With the right ecommerce platform, businesses have a real opportunity to enhance the customer journey with the clever adoption of augmented reality – and now’s the time to test it out.

Could Amazon make packageless returns the new norm?

Amazon's initiative to remove packaging from its returns process may be the perfect way to cut costs, but it's also a great way to respond to consumer demand for less waste – and make one big-box retailer in particular more popular at an incredibly critical time. Will packageless returns become a new retail norm?

The art of the possible: Puma's push for personalisation at New York flagship

With its relative underdog status in the market, Puma is going beyond simply bringing a big presence with its NYC flagship store, using every trick in the book to win new brand advocates through carefully curated, brand-related experiences.

Augmented reality: Finally enriching the customer experience with more than simple gimmicks

With the right ecommerce platform, businesses have a real opportunity to enhance the customer journey with the clever adoption of augmented reality – and now’s the time to test it out.

Could Amazon make packageless returns the new norm?

Amazon's initiative to remove packaging from its returns process may be the perfect way to cut costs, but it's also a great way to respond to consumer demand for less waste – and make one big-box retailer in particular more popular at an incredibly critical time. Will packageless returns become a new retail norm?

In-store optimisation: Treating physical stores as real-life websites

Retailers need to treat stores like websites. Just as developers use technology to evolve the quality of a company's online offering, businesses can use the same approach to gather insights on the high street and deliver a best-in-class brand experience.

M&S Little Shop: Pint-sized prizes that convert on a huge scale

While it’s had its fair share of negative headlines, the Little Shop offered by Marks & Spencer has a keen focus on the bottom line, basic human psychology and the brand itself – and delivers countless benefits at a crucial time.

High street banking is dying. What can retailers learn from Santander’s clever Work Café?

Banks are withdrawing from the high street at a drastic rate, driven by ever-lower demand for in-branch services. Will Santander's Work Café make physical banking relevant to a new, technologically empowered generation?

Greggs’ “adapt or die” mantra is the blueprint all businesses must follow

Greggs’ decision to reconsider its high-street presence in favour of motorway services, drive-throughs and industrial parks has helped it top £1 billion in sales for the first time. It’s time for every retailer to learn from the company’s success and seriously consider their physical strategy.

The SHIFT On-Site Search Score: How retailers are hiding their products from customers

Combining a survey of 1,500 British customers with a bespoke test which ranks 40 British retailers across a variety of metrics, the SHIFT On-Site Search Score assesses the difference between consumer expectations of retailers’ on-site search and the reality of their capabilities.

The 2019 State of Retail Report

Building on the foundations of our 2018 State of Omnichannel Report, we spoke to 10,000 consumers to understand the demands of the modern British customer.

Fukubukuro: The lucky dip where everyone’s a winner

Sales events like Black Friday are regularly lambasted as wasteful and pointless. Is Fukubukuro the craze that can fulfil retailers’ needs and silence their critics in one fell swoop?

Are high-street retailers doing enough to win new online customers?

Omnichannel retailers must beat, and not just compete, with ecommerce pure-plays by prioritising new customer relationships online.

The 2019 Retail Experience Score (RES) 100

In our first-ever RES 100, we measure 100 of the high street’s most established omnichannel retailers across six core areas.

How can you offer an in-store experience if you can’t deliver the basics?

In recent months, there’s been much talk of retailers needing to offer an experience on the high street – but is this really at the top of the British consumer’s shopping list?

If there’s one thing high-street retailers must invest in during 2019, it’s this

To make the biggest impact across all channels in 2019, high-street retailers must drive towards accurate inventory, as both customers and the businesses themselves will stand to gain incredible benefits from it.

Free and fast click and collect: The next industry standard

Fast and free click and collect isn’t just nice to have – it’s a necessity if you want to remain competitive and keep people coming to your store.

Five years on, Black Friday still thrives in the UK – whether retailers like it or not

Black Friday is always forecast to be bigger and better than ever, and in the face of heightened online spending, high-street retailers must embrace omnichannel if they are to keep up with internet-only rivals.

The very real problem facing British retailers that nobody is talking about

Everyone hates slow websites, but retailers should hate them more than anyone else - after all, billions of pounds in revenue is being lost to poor web performance.

Amazon Fashion’s Pop Up Shop Live sets out to influence the influencers

Amazon’s UK fashion presence is far from consolidated. Was Amazon Fashion’s Pop Up Shop Live – its first European foray into physical retail – a successful step in bridging this gap? SHIFT Magazine visited the store on its opening day to find out.

Zara Westfield: Pushing the boundaries, or putting up barriers?

Technology is being increasingly used in wonderful ways by retail giants, yet despite Zara’s admirable efforts to raise the bar, we found there to be a difference between promise and execution.

The art of the possible: Decathlon

SHIFT Magazine visited Decathlon’s flagship store in Surrey Quays, London to see how its highly publicised refurbishment aims to satisfy the demands of the modern, omnichannel consumer.