Omnichannel:
U.S. vs. U.K.

U.K. retailers have historically outpaced those in the U.S. in terms of omnichannel innovation, as they reap the benefits of a more concentrated population, faster mobile commerce adoption, and a culture that embraced click and collect in its early days. However, U.S. retailers are catching up in click and collect and are outmatching their peers across the pond in terms of key store location features. In this report, Gartner L2 evaluates the relative strengths of U.S. and U.K. retail brands and uncovers transferable tactics in each market that can improve the omnichannel experience.