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Fashion's omnichannel heroes

Consultancy firm Kurt Salmon reveals the results of its omnichannel survey of more than 100 UK, German and French fashion retailers, highlighting those deemed to offer the best experience to their shoppers across multiple platforms.

Top of their omnichannel game

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

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.

Kurt Salmon omnichannel report


Topshop website

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.

Jack Wills secured the best online experience spot by offering a very clean and clear site with a great balance between male and female fashion on the homepage and easy filtering for new products.

Germany’s premium lifestyle brand Marc o’Polo was crowned the best for mobile experience due to its perceived excellent customer experience and merchandising. The brand’s website, mobile site and app were found to be consistently clear with well-functioning product presentations and buying processes.

Selfridges on Twitter

Meanwhile UK luxury department store Selfridges was named the leader for social excellence with very active Twitter and Facebook accounts that are well integrated with its lookbook to create a seamless experience. French retailer Etam was the best at providing cross-channel excellence since its in-store sales assistants welcomed digital customers and tailored their experience in line with their previous customer journeys. Etam has achieved this by investing heavily in training its sales staff so that they positively respond to a customer who comes into a store to collect an online purchase.

Kurt Salmon omnichannel report

Stephen Taylor, a senior manager at Kurt Salmon, said of the results (which continue below): “While there are many differences between the performance of businesses in the three regions, there is certainly one area where they all could perform better – the supply chain.

“In particular, bricks and mortar retailers in all three regions have yet to maximise the advantage they have in using their stores as part of the distribution process. Additionally, if pure plays are to remain a serious competitor in an increasingly mature market, they too will need to readdress their supply chain strategies. All regions still struggle with having a single view of their products and customers which would deliver that truly excellent omnichannel performance.

“There are very few retailers that have integrated their digital channels with their high street stores to provide a truly seamless shopping experience so there are huge opportunities for most of the fashion sector.”

Ecommerce share development

Kurt Salmon omnichannel report

Mcommerce share of digital sales

Kurt Salmon omnichannel report

Country omnichannel score

Kurt Salmon omnichannel report

Omnichannel score by fashion retailer type

Kurt Salmon omnichannel report

UK omnichannel maturity

The UK clearly outperforms all the benchmarks set by the three countries combined due to its already strong commitment to driving towards true omnichannel retailing, with all retailer types performing strongly. Strong online and mobile scores drive the overall leading performance of each of the different retailer types.

Kurt Salmon omnichannel report

Germany’s omnichannel maturity

In the German market pure players such as Amazon DE and MyTheresa were found to have the highest omnichannel maturity followed by global brands including, which were above the average for the three countries combined.

Kurt Salmon omnichannel report

Kurt Salmon omnichannel report

France’s omnichannel maturity

Fashion retailers in France across the different types have a similar omnichannel maturity to one another with the exception of the grocers which struggled to perform on most criteria as their fashion offer is often incorporated within their wider food offer, rather than having a separate strategy. The country failed to hit any of the benchmarks set by the three countries combined.

Kurt Salmon omnichannel report

Readers' comments (2)

  • Would be interesting to see an overlay of each retailer's sales & profit performance.

    Would Topshop still be top?

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  • Would be interesting to see how the UK, US and Australian markets compare against each other.

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