Vertically integrated retailers also performed the best seemingly as they are able to control every element of their business to ensure a true omnichannel environment, according to the survey.
Topshop came out top after being found to excel in the integration of a unified mobile strategy across its website, app and social media, mixing clear product pages with editorial content. Its active social media accounts were found to interact with customer requests in a speedy fashion, but while in-store interactions such as the smart mirror were said to be good the consultancy said the offer could be improved.
Kurt Salmon added in-store interactions via mobile apps and triggered iBeacons would really take the retailer to the next level. (SH)
Fibre2Fashion News Desk – India
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