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UK's omnichannel retailers on top
Aug '15
Sir Philip Green's Arcadia has claimed a clean sweep of the best omnichannel retailers across the UK, Germany and France, with Topshop taking the top spot, closely followed by sister brands Wallis and Miss Selfridge, according to a survey by a global management consultancy, Kurt Salmon.

The report did not provide a numerical breakdown of the results for the individual retailers.

Kurt Salmon surveyed more than 100 British, German and French fashion retailers, highlighting those deemed to offer the best experience to their shoppers across multiple platforms.

UK retailers dominated the top spots with only Germany's Marc o'Polo and France's Etam and Decathlon making it into the top three for mobile excellence and cross-channel excellence respectively.

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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