The new study by the consulting institute EHI shows that many companies claim to be an omnichannel provider. However, only a few also offer the corresponding services such as instore orders or online availability display.

It’s a beautiful new world that could open up to consumers from omnichannel providers. The blue baby jacket is no longer available in the shop in the right size? No problem, the friendly employee simply orders it by tablet and sends it to the customer’s home via parcel service. Sounds like a dream of the future? For many omnichannel providers, it is. According to EHI, 274 of the top 1000 online shops in Germany pursue an omnichannel concept. But only at 41 of them ordering instore is possible. Things are looking a little better with other services. After all, Click & Collect with payment in the branch store offers 152 shops. The return of goods purchased online in the shop, the instore return, is possible at 125 providers. And 121 online shops have implemented the availability display of instore stocks.

Are Omnichannel vendors lagging behind their expectations?

Only the Click & Collect service with online payment is possible with 250 providers in almost all the stores surveyed. But why do some vendors lag behind their omnichannel expectations? “The reason for this poor offer is probably the high complexity in implementing the individual services,” says Christoph Langenberg, Project Manager E-Commerce at EHI. “The online availability display, for example, requires a good integration of online and offline merchandise management”. The conclusion of the research institute is that a comprehensive Omnichannel portfolio is still a long way off for most shops.

Customers often need to search for service information

Moreover, customer communication often leaves much to be desired. The study also examined exactly where consumers can find information about the services offered. For example, less than half (122 out of 250) of the providers offer “Click & Collect with online payment” on their homepage. The EHI complains that service information is often not directly visible. For a list of all offers the customer must – if at all possible – scroll down completely

Interesting graphic presentation of the study with companies in the toy industry

The graphic processing of the analysis is interesting. Under ┬á!/vizhome/Top-Omnichannel-Shops/Omnichannel-Shops an interactive chart with the top omnichannel shops in Germany can be obtaines. Filtering is possible by industry, number of services and the average positioning of these services on the website. From the children’s outfitting industry,,,,, und, for instance, are represented.


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