2012 Global Cross Channel Retailing Report

June 19, 2012

Retailers around the world, in mature and emerging markets, are enhancing their retail strategy and integrated digital operations in pursuit of cross channel retailing. Ebeltoft Group’s 2012 global benchmark study measured leading retailers’ cross channel capabilities. Walmart emerged as a global front-runner in the study, signaling the importance for all retailers to determine their own cross channel plans. Despite the fast growing cross channel trend and retailers’ intent to deliver a well- integrated online and store shopper experience, the study shows that most retailers are immature in their ability to exploit this opportunity. Over time retailers will enhance their capabilities, customized to their market and retail sector.

Ebeltoft Group announces the release of its “2012 Global Cross Channel Retailing” report. This benchmarking study assesses customer facing cross channel capabilities of 144 leading retailers in 17 countries* and 4 retail sectors (General retailers, Do-It-Yourself (DIY) retailers, Electrical Goods retailers and Fashion retailers). The study provides in-depth measures of retailers´ cross channel capabilities at global, country and sector levels.  47 cross channel indicators were measured, including click and collect (store pickup of online orders), store level inventory visibility, store associates online knowledge, mobile and social development.

The study uses a retailer cross channel framework, organized into a five core capabilities, that represents a range of digital solutions integrated into the retailers’ operations.  The table below summarizes the global scoring, by retail sector, based on the framework.

“This report shows how executives across many retail sectors and markets are making difficult retail strategy decisions in order to provide choice to a tech savvy, empowered shopper. An example is our global finding that two-thirds of Electrical Goods retailers have implemented click and collect capabilities already” says Cédric Ducrocq, Chairman Ebeltoft Group and CEO Dia-Mart. “As ecommerce grows in many countries, the strategic response for many leading retailers is to take a cross channel course of action”, says Jim Okamura, Ebeltoft Group US cross channel expert and Managing Partner at Okamura Consulting.

Retailers in the study include Home Depot, Nordstrom, John Lewis, Debenhams, Conrad and Galerie Lafayette.

The 38-page synthesis will be available via the Ebeltoft Group member in your region. For more information visit ebeltoftgroup.com

Interested in further information, contact us:

Ebeltoft Group Contact
Lourens Verweij

Ebeltoft Group author
Jim Okamura