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Omnichannel customer experience benchmarks

Author's avatar By Dave Chaffey 09 Apr, 2018
Essential Essential topic

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
Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also 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. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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Omnichannel retail

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