Almost half of US retailers (43 per cent) have a fully integrated omni-channel approach against just over a quarter (27 per cent) of UK retailers, according to a new study by LCP.
The LCP Insight paper, Omni-channel: a UK v US perspective, also highlighted the fact that 27 per cent of US retailers cited pre-defined ROI targets as their motivation for investing in omni-channel, against 16 per cent in the UK.
And it identified fulfilment and integrated IT systems as the most important business and operational capabilities in need of development to meet customer and market expectations.
In the US these changes are already underway – or will happen in the next year or two – while the majority of those in the UK think change will be needed in 3-5 years or more.
Stuart Higgins, retail partner at LCP Consulting, said: “With US retailers further advanced and taking a more holistic approach to going omni, they are able to identify operating costs savings as well as stock availability improvements – so they can also identify a clearer return on investment.”
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