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Burberry tops omnichannel study

British luxury brand Burberry has been heralded as the provider of the best omnichannel experience on the UK high street.

Burberry scored the highest mark in a study of 10 well-known retail brands according to research carried out by user experience agency Webcredible.

Retailers and brands were marked on a set of guidelines, which included evaluations of online, mobile, tablet, in-store and social platforms. The luxury label received an ‘excellent’ rating, with 75.4 points out of 100.

Burberry was praised for its investment into customer experience, particularly around digital technologies. Across all channels the brand was found to have a consistent look and feel and offers sophisticated personalisation options.

Department store chain Debenhams came in third place with a ‘good’ rating and a score of 62.5. The retailer was followed by Topshop with 60.9, Harrods with 57.5, John Lewis with 56.1 and Marks & Spencer with 55.7.

Ted Baker came last, with a score of 41.2.

Trenton Moss, founder and commercial director at Webcredible, said: “Omnichannel is the next step for businesses, and is essentially about doing multi-channel properly. Retailers should now be looking to develop an overarching strategy that puts the customer first, creating a seamless experience no matter what technology they are engaging with.”


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