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Omnichannel customer experience benchmarks

Chart of the Day: A shockingly low rate of personalization of the customer journey is revealed

The growth in use of mobile devices and increasingly complex customer journeys means that multichannel retailers need to deliver customer experiences that that integrate across customer journeys as consumers increasingly use multiple channels on the path to purchase.

Given the growing importance of omnichannel marketing, UX consultancy Practicology has teamed up with Google in a recent benchmark report, to review omnichannel experiences across Europe. Retailers are strongest in providing integration with store information, for example through store locators and also returns.

Integrating personalization across channels performs has the lowest score with using in-store technology also scoring relatively low.

Although this report focuses on retail, you can use our popular free multichannel marketing benchmark templates to review your performance across different digital marketing channels and customer experience.

Research source

  • SourceDownload of report available from Practicology and additional write-up available on Google Think - Retail Customer Experience benchmarks
  • Sample: Google commissioned in-depth reviews of the omnichannel customer experience offered by 145 retailers in seven European countries to help businesses understand the best examples of seamless experiences across channels. Retailers were then benchmarked and ranked.
  • Smart Insights recommended toolkit: Digital experience toolkit

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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