|[July 01, 2014]
New Report from Starmount and RSR Reveals Retailers Struggle in Every Dimension of Omni-channel Maturity
AUSTIN, Texas --(Business Wire)--
Retailers have barely reached the halfway mark in their journey to
omni-channel maturity, according to the results of a new report from
Starmount and Retail Systems Research (RSR).
The Starmount and RSR Omni-channel Maturity Self Assessment report, available
for download here, is based on survey results from a wide range of
retailers that rated themselves on six dimensions of omni-channel
maturity: Customer, Product, Inventory, Order/Fulfillment, Locus and
Technology. The report provides valuable insight into the steep
challenges that retailers face in delivering the kind of omni-channel
shopping experience that consumers demand.
Key findings from the study include:
Retailers ranked weakest in order/fulfillment capabilities.
The lowest overall rankings (an average score of 2.7 on a 6-point
scale) were in omni-channel order and fulfillment capabilities,
highlighting the retail industry's struggle to reorganize supply
chains for more flexibility and a lack of focus on delivering the
services their customers expect.
67 percent of retailers were "inefficient" or worse in
integrating in-store and digital experiences. While consumers
expect a seamless shopping experience, retailers fall far short in
providing this, especially at the store level. Retailers need to
accelerate the pace of change in their stores in order to bring in
omni-channel capabilities, particularly with in-store mobile devices.
71 percent of retailers are unable to successfully measure
omni-channel customer engagement. Moreover, only
34 percent of retailers reported customer data collection capabilities
at the "performing" or "differetiator" levels. Overall, customer
engagement is not measured, and only basic statistics that are
relevant to marketing are tracked at all.
Half of all respondents were inefficient or worse at
responsibility and ownership of omni-channel inventory. Moreover,
60 percent said they were inefficient or worse at maintaining
inventory visibility across channels, and a disappointing 44 percent
of respondents report "no capability" when it comes to measuring
"In today's retail environment, shoppers don't make any distinction
among retail channels; instead, they expect an integrated physical
experience that bridges the digital and in-store worlds," said Jerry
Rightmer, EVP and Chief Product and Strategy Officer, Starmount.
"Delivering on that expectation is the core challenge of omni-channel
retailing - and this new report indicates that most retailers still have
a long way to go in meeting customer expectations."
"Part of the challenge in navigating omni-channel change is
understanding how much change is really necessary," said Nikki Baird,
Managing Partner at Retail Systems Research, LLC and an author of the
report. "Up until now, I think a lot of retailers have tried to protect
their businesses from change, rather than embrace it, and this report
will hopefully help retailers not only understand how far they have to
go, but what that future omni-channel end-state might actually look
To read more results from the survey, download
the full report here. Retailers will also have the opportunity to
complete the survey for a free, personalized report from RSR detailing
their own omni-channel readiness.
Starmount software solutions bring the richness of the Web and the power
of mobile into the store, where retailers can create more personalized,
relevant and dynamic interactions with customers. From mobile selling
and cross-channel engagement platforms to digital signage, our retail
solutions transform the store environment into a more connected,
engaging shopping experience. Headquartered in Austin, Texas, Starmount
works with a diverse client base of leading retailers around the world,
such as Pep Boys, Urban Outfitters and Perry Ellis. www.starmount.com
About Retail Systems Research
Retail Systems Research (RSR) is the only research company run by
retailers for the retail industry. RSR provides insight into business
and technology challenges facing the extended retail industry, and
thought leadership and advice on navigating these challenges for
specific companies and the industry at large.
RSR's services include benchmark reports covering the state of retailer
technology adoption for topics ranging from merchandising and supply
chain, store operations and workforce management, to customer-facing and
multi-channel technologies. Custom research reports provide more
in-depth views into topics of industry interest, and advisory services
help retailers and technology vendors make the most of the insights RSR
To learn more about RSR, visit www.rsrresearch.com.
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