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New York & Company no. 3 among omnichannel retailers
May '17
Total Retail has placed New York & Company third among the top 100 omnichannel retailers. Total Retail, along with Radial, a technology and operations provider, evaluated the top brands in retail to determine which brands were actively responding to consumer trends. New York & Company recorded online sales as approximately 25 per cent of sales in 2016.

New York & Company began its omnichannel journey in 2010 as it recognised the growing need to serve consumers in the most convenient way and time of day they chose to shop. It has expanded its capabilities each year and recorded consistent growth of online sales which accounted for only approximately 7 per cent of sales five years ago.

Total Retail, in conjunction with Radial, a technology and operations provider whose clients include New York & Company, evaluated the top brands in retail to determine which brands were actively responding to consumer trends. New York & Company’s number three ranking was determined by seven criteria, such as the option to buy online and pick up in store, consistent pricing across channels, ability to return products across channels, and search for in-store products online.

“Our customers are incredibly tech-savvy. They expect a seamless transition between mobile, desktop, and in-store shopping and we want to ensure they are receiving the best experience possible. Innovation is our top priority,” said John Worthington, president and chief operating officer of New York & Company.

As part of its omnichannel strategy, the company has also implemented initiatives to elevate the in-store experience. It is in the process of testing in-store kiosks, so that customers who cannot find their size can view the entire assortment and order online or pick up from a nearby location.

“Implementing omnichannel capabilities and a seamless customer experience has been a big focus for us over the past several years and it has paid off in customer growth, improved customer satisfaction, and increased loyalty,” said Greg Scott, CEO of New York & Company. (SV)

Fibre2Fashion News Desk – India

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