Daily Insights

Discover How Your Brand’s Omnichannel Strategy Stacks Up

By: Evan Bakker | May 06, 2020

Despite the continuous upheaval in retail, best-in-class players are deepening integration between their digital and physical properties, championing a channel-agnostic, customer-first position in order to avoid total disruption. Due to new investments in fulfillment services, drive-to-store site features, and digital marketing campaigns touting these capabilities, 32% of analyzed brands in Gartner’s seventh annual Omnichannel report claimed a Leader position this year. Gartner defines “omnichannel” as the synchronization of channels—mobile, desktop, and store—to support the purchase process from discovery to conversion, along with fulfillment and postpurchase.

To benchmark omnichannel site enablement and digital marketing performance, Gartner tracked 92 retailers and select direct-to-consumer (DTC) brands with multiple brick-and-mortar stores. They were then plotted on a two-dimensional grid based on the degree to which they integrate omnichannel website capabilities and market those capabilities or their stores across email, social media, and display advertising. About 60% of the 130 data points comprising this year’s scores are based on brand site features that involve store locations and information, integrated in-store inventory, and fulfillment. Key data points in these categories have been collected in past omnichannel studies, enabling longitudinal analysis. 

The remainder of this year’s scores incorporate brand efforts to market omnichannel content— either drive-to-store or fulfillment—to consumers through email, social media, and display advertising between October 2018 and October 2019. Based on their aggregate performance, brands were assigned as Leaders, Streamliners, Undersellers, or Laggards.

Leaders boast high site enablement of omnichannel capabilities and ample marketing efforts across email, social media, and display advertising. Leader designations’ frequency reflects a rise in baseline features as digital retail matures. Large-format retailers overwhelmingly represent Leaders; however, retailers across the spectrum are included, ranging from The Home Depot to Nordstrom and Tiffany & Co.

Streamliners have average to below-average deployment of site features but effectively broadcast them on digital marketing channels. These brands therefore have an opportunity for improving their site experiences to further capitalize on marketing messages and drive customer conversion. Diverse sectors are represented this category, with grocery and beauty falling into it most frequently. Examples include Glossier, Albertsons, and Williams Sonoma.

To read about the remaining categories and see how your specific brand scored, view the interactive here