Burberry delivers the best omni-channel experience on the UK high street, according to new research carried out by user experience agency Webcredible.

The luxury fashion retailer scored highest in the in-depth study of ten well-known UK high street retail brands from an omni-channel perspective. Burberry received an ‘excellent’ overall rating with 75.4 out of a possible 100, whereas most other brands in the study only scored ‘average’.

The retailers in the study represented a cross-section of the marketplace, including beauty, books, fashion, food, department stores and luxury high-end brands, and were given scores out of 100 based on a set of ten guidelines used to rate tangible and emotional aspects of user experience. These guidelines included evaluations of online, mobile, tablet, in-store and social platforms, and assessed how well each retailer had united these channels to provide a seamless experience.

Burberry achieved its ‘excellent’ rating due to an obvious and dedicated investment into customer experience, particularly with regard to digital technologies. By incorporating the latest technology with a flawlessly consistent brand look and feel across all channels, as well as offering sophisticated personalisation options, Burberry fulfilled all of the central omni-channel initiatives as laid out by the report’s guidelines.

Waterstones and Debenhams both received ‘good’ overall ratings, awarded 65 and 62.5 respectively, while ‘average’ ratings were awarded to Topshop (60.9), Harrods (57.5), John Lewis (56.1), Marks & Spencer (55.7), Boots (44.2) and Next (42). The brand with the lowest score – 41.2 – was Ted Baker, which was rated ‘poor’.

Webcredible carried out the research into the level of omni-channel approach among popular UK retail brands to investigate how a well-developed omni-channel strategy can meet the changing demands of customers, and help brands improve sales, loyalty and business success.

“Omni-channel is the next step for businesses, and is essentially about doing multi-channel properly,” said Trenton Moss, Founder and Commercial Director at Webcredible. “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.”

“Retailers and brands should get going as soon as possible to remain competitive, but need not implement a comprehensive omni-channel approach immediately – small initiatives and campaigns are a good way to start,” added Moss. “It's all based on really knowing your customers, and reflecting what they truly want.”


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