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Chandivali Farm Road, Chandivali,
Mumbai, Maharashtra, India, 400072

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L2 Report: Omnichannel Leaders and Trends in 2016

December 21, 2016

According to Mike Froggatt, director of intelligence at L2, "Omnichannel retail is about meeting [consumers] when, and where, they choose." In L2’s recently released Omnichannel Retail 2016 report, the firm took a closer look at the current state of retailers’ omnichannel initiatives, including how they are helping consumers convert wherever it is convenient, whether it be online or in-store.

Based on the report’s findings, a majority of retailers (63 percent) are still “lagging” when it comes to offering effective omnichannel initiatives to consumers. One of the major pain points hindering success is how retailers communicate with consumers about new services, such as free shipping. However, retailers recognize the importance of omnichannel and are working to overcome these challenges. In fact, in recent years, 67 percent have enhanced their digital e-commerce incentives year-over-year.

After analyzing over 90 retailers, the report concluded that only six percent of retailers can be considered “leaders” based on their superior efforts in helping consumers convert anywhere and at any time. We’re excited to honor our retail partner, Macy’s, for being named one of the top omnichannel retailers.

Recently, Macy’s has zeroed-in on providing the best online and in-store experience for their customers. This past summer, the company announced plans to shift its e-commerce strategy to invest more in apps and simplify ordering procedures, including its “Buy Online Pickup In-Store” method. More recently, this holiday season the company hired more employees to work in its e-commerce fulfillment centers. With True Fit’s personalized one-to-one fit and style recommendations, Macy’s has been able to help shoppers discover items online that they’ll love and keep since 2013.

Kudos to our retail partner for their excellence in delivering effective online and in-store experiences, all while helping shoppers find their true fit. We’re excited to see what you accomplish next!