Trends Report

Retailers: Extend Omnichannel Capabilities To The Customer, Not Just Operations

December 19th, 2018
Michelle Beeson, null
Michelle Beeson
With contributors:
Fiona Swerdlow , Brendan Witcher , Alex Causey , Claudia Tajima , Luis Deya


Forrester's 2018 Retail Omnichannel Capabilities Assessment benchmarked eight leading European retailers and two in the US to help digital business executives understand how their omnichannel capabilities compare with their peers and best practices. Out of a possible score of 100, our assessment revealed scores ranging from 42 to 91. The high variance reflects how retailers invest differently and how successfully they have implemented omnichannel initiatives across online experience, channel consistency, in-store pickup, and in-store experience. This is an update similar to the 2017 assessment of the capabilities of 16 UK and US retailers.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.