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  • Writer's pictureEduardo Peñaranda

The State of Omnichannel Retail


In today’s retail environment, omnichannel has become a common buzzword. Omnichannel retailing involves integrating different channels to create a consistent and seamless customer experience, regardless of whether the customer is shopping online or in-store. Retailers that embrace this strategy are better positioned to succeed in a competitive market by reaching customers wherever they are and offering a more convenient shopping experience.

Recently, Brightpearl in collaboration with Multichannel Merchant published a report, “The State of Omnichannel Retail”. The study assesses the current state of omnichannel in the retail industry and its impact on customer experience, the challenges encountered by retailers, the role of technology in streamlining operations, and successful omnichannel retail case studies. This blog post analyses the report, summarizing its key findings and providing an actionable roadmap to success for retailers looking to improve their omnichannel strategy.


The study interviewed 344 retailers to assess the state of omnichannel in the retail industry. The survey had an average response rate of 10.42%, with most respondents coming from retailers with fewer than 50 employees.

The report found that 80% of respondents have either adopted an omnichannel strategy or are in the process of doing so. It is crucial for retailers to adopt omnichannel strategies to remain competitive and meet the demands of today’s customers. As noted in the report, companies that have deployed omnichannel strategies achieve a 91% greater year-over-year (YoY) customer retention rate compared to those that have not.

Let's dive deeper into the key topics.

The current state of omnichannel retail and its impact on customer experience and loyalty

The report found that retailers that adopt an omnichannel strategy are better positioned to succeed in the competitive retail environment. The study concludes that retailers that have adopted the omnichannel approach achieve a 45% increase in YoY revenue compared to those that have not. Furthermore, omnichannel retailers achieve a 37% increase in customer retention rates compared to those that have not adopted an omnichannel strategy.

The impact of omnichannel on customer experience is profound. Retailers that inadequately integrate their online and offline channels provided a poor customer experience, resulting in low customer loyalty. Omnichannel retailers entice customers by offering a seamless purchasing experience regardless of channel preference, resulting in a more loyal customer base and increased sales.

The challenges faced by retailers.

Retailers face many challenges when implementing an effective omnichannel strategy. Some of these challenges include data management, inventory tracking, and order fulfilment. The Brightpearl report found that these were the top challenges encountered by retailers, with over 50% of respondents stating they struggle with data management.

In omnichannel retail, data management is of the utmost importance. Retailers with complete data on their customers can offer personalized experiences that build customer loyalty and drive sales. Additionally, retailers with better inventory tracking and order fulfilment systems can offer faster delivery times and provide a better shopping experience for their customers.

The role of technology in streamlining omnichannel operations and enhancing the customer journey

Technology plays a crucial role in streamlining omnichannel operations, and retailers must embrace technology to enhance the customer journey. In the report, 71% of respondents identified the need for better technology as a significant challenge to implementing an effective omnichannel strategy.

Retailers must adopt the right technology to manage data, track inventory, and manage order fulfilment across multiple channels to enhance the customer journey. Successful omnichannel retailers use technology tools to offer personalized shopping experiences, analyse data to anticipate customer demands, and adopt automated processes to save time and reduce human error. By embracing technology, successful retailers can create a transparent and efficient supply chain that enhances the customer journey.

Case studies of successful omnichannel retailers and their best practices for integrating online and offline channels

Retailers that have implemented an effective omnichannel approach achieve greater customer loyalty and sales growth. Some of the successful omnichannel retailers included in the report are Sephora, Nike, and H&M.

Sephora is a beauty retailer that has embraced omnichannel retailing to create a seamless shopping experience. Sephora uses its mobile app to provide customer-specific recommendations. The app uses augmented reality technology to help customers visualize what products would look like under different conditions.

Nike uses its mobile app, NikePlus, to provide personalized recommendations and promotions designed explicitly for customers. Customers can use the app to find and reserve products for purchase at a nearby store, making the payment process seamless.

H&M is using a combination of technology and innovative inventory management to track and fulfil orders across multiple channels. H&M has introduced a store-based shipping program that allows its retail stores to act as online warehouses and fulfil orders placed online, offering its customers more ways to purchase products.

Woman's hand opening a paper box with a piece of clothing inside and red ribbon

How Seeplus by Inovretail can help

Based on the statistics presented in "The State of Omnichannel Retail" article, retailers face significant challenges in adopting effective omnichannel strategies and technologies. Seeplus by Inovretail provides several solutions that can help retailers overcome these challenges and optimize their omnichannel strategies.

One of the key challenges identified in the article is the need for retailers to have the right technology platforms to execute their omnichannel strategies effectively. As the statistics show, many retailers do not feel they have the right technology or are not sure if they do. Seeplus offers a range of tools for retailers that can help them manage their inventory, orders, and customer relationships more efficiently. By providing a centralized platform for managing omnichannel operations, Seeplus can help retailers to improve their operational efficiency and enhance their overall customer experience.

Another challenge identified in the article is the need for retailers to be able to manage sales spikes and returns effectively. Seeplus offers a range of solutions designed specifically for this purpose, including real-time data analytics and automated workflows. By providing insights into customer behaviour and preferences, Seeplus can help retailers to quickly adjust their strategies based on demand fluctuations and other changing market conditions.

The article also emphasizes the importance of providing a seamless and consistent customer experience across multiple channels. Seeplus offers solutions that can help retailers to achieve this by connecting directly with their e-commerce platform, allowing customers to simply place orders, track their status, and easily pick their orders up – in-store, curbside or locker. By providing flexible and convenient pickup options, Seeplus can help retailers to improve their customer satisfaction and loyalty.


The path to success with omnichannel retail starts with a strategy that puts the customer’s experience at the forefront. Retailers that can create a seamless experience in an omnichannel environment are better positioned to grow their business and ensure customer loyalty. The Brightpearl report clearly shows that retailers that embrace an omnichannel approach will see a significant increase in YoY revenue and a stronger customer retention rate.

Retailers can overcome the challenges encountered in implementing an effective omnichannel strategy by leveraging appropriate technology and automating key processes. Finally, adopting best practices from successful omnichannel retailers such as Sephora, Nike, and H&M will position retailers to succeed in a competitive retail environment.

If retailers focus on data management, inventory tracking, order fulfilment, and offer a seamless customer experience using technology, they will remain competitive, increase sales, and provide enhanced experiences for their customers.

Seeplus by Inovretail can help retailers overcome the challenges by providing tools to manage inventory, orders, and customer relationships, as well as options for pickup and real-time data analytics. By using these solutions, retailers can improve their operational efficiency, adapt quickly to changing market conditions, and deliver a seamless and consistent customer experience across multiple channels.

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