SANTA CLARA, Calif. — Best Buy, Sears and Target ranked as the top three cross-channel performers in a study by CrossView, a provider of cross-channel commerce solutions. The study, which examined the cross-channel capabilities of 25 top retailers, found that a majority of retailers are providing an unsatisfactory cross-channel experience.
Highlights of the study, which is due to be released Aug. 30, include:
Only 12% of studied retailers could access a customer’s pending web order in store;
60% had inconsistency across in-store and online promotions;
88% of retailers provide sharing tools (Facebook, Twitter, etc.) on their website;
56% of retailers displayed ratings and reviews on the website;
Only 52% use collaborative filtering, which provides tailored recommendations to customers;
100% of retailers offer a mobile website; however, only 12% offer a mobile app; and
A majority of retailers -- 64% -- fail to provide estimated shipping charges, increasing chances of cart abandonment.
“The study shows that providing a satisfying cross channel retail experience is still a daunting task both operationally and technologically,” said Jason Goldberg, VP strategy & customer experience, CrossView. “Some retailers are even ‘faking’ the cross-channel experience by creating workarounds to the systems that are currently in place. We still have a long way to go before a true cross-channel platform is industry standard.”