Insights

The omnichannel opportunity

Unlocking the power of the connected consumer

February 2014

Omnichannel retailing refers to the integration of a range of different channels – from brick-and-mortar stores, to websites, to apps and social media – in order to provide a seamless shopping experience to consumers.

Deloitte was commissioned by eBay to investigate the impact of omnichannel retailing on key European retail markets. Omnichannel retailing refers to the integration of a range of different channels – from brick-and-mortar stores, to websites, to apps and social media – in order to provide a seamless shopping experience to consumers.

The report combines econometric analysis, a consumer survey and interview with leading retailers across Europe in order to address three key questions: is there value for retailers in targeting omnichannel consumers? Are leading retailers benefiting from a strategy that combines store and non-store channels? What strategies are retailers using to make the most of the omnichannel opportunity?

Key findings
  • A third of consumers had used two or more distinct channels during a recent purchase
  • Lucrative segments of the market such as frequent shoppers and those planning high-value purchases were more likely to have used different channels during a recent purchase
  • For leading retailers in the two markets studied (the UK dress market and the German domestic appliance market), over 95% of non-store sales are found to be incremental to their store sales
  • A broad presence across channels - through web searches, a presence on third-party sites and advertising - is found to increase both store and non-store sales
  • Retailers are adopting a variety of strategies to address these changes in consumer behaviour, from in-store technology to click & collect, and acknowledge that embracing omnichannel retailing will require changes throughout the organisation.
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