A third of retailers in London's key West End shopping zone have failed to take up the gauntlet of multichannel and have no technology at all as part of their customer experience.
The survey shows how far behind many retailers are falling on giving customers basic multichannel choices such as equipping staff with iPads (which only 8 per cent had done), having click and collect available in store (44 per cent) and not offering home delivery from the store (30 per cent).
Omnico surveyed 90 retailers in the Oxford Street and Regent Street and found even fewer, 19 per cent, offered delivery to another store. The software group and systems found there was a significant gulf forming between those that had adopted new technologies to provide customers with purchasing, ordering and delivery options.
The study found that mobile phone operators EE and Carphone Warehouse, department store John Lewis and Nike all offered six or more customer facing technologies which also included in-store video screens, used by 35 per cent, wi-fi (14 per cent), advertisement of social media interaction (14 per cent), had interactive kiosks (9 per cent) or offered mobile scanning and check-out (3 per cent) among several other measures.
Econsultancy.com has a handy review of the options for retailers failing the survey and the current demand for some of the above services.
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