To benchmark omnichannel performance holistically, Gartner plotted brands on a two dimensional grid based on the degree to which they incentivize in-store versus e-commerce activity. The scores are based on brand site omnichannel solutions, especially features appearing on homepages, store locator, grid, and product detail pages, and finally at checkout. Based on aggregate performance, brands were categorized as Leaders, Store-First, E-commerce Focused, and Laggards.
View the 2018 Omnichannel Report