Report • 08.12.2015

Omni-channel: from Trend to Standard

EuroCIS 2016 with Omnichannel Area and Omnichannel Forum

The MXO model: Evolution from Multichannel to Omnichannel....
The MXO model: Evolution from Multichannel to Omnichannel.
Source: EHI Retail Institute
Omni-channel is no longer a trend but has become an established standard. This fact is also reflected by EuroCIS, The Leading Trade Fair for Retail Technology, held from 23 to 25 February 2016 in Düsseldorf.

On the Omnichannel Area especially young, innovative companies will be presenting current omni-channel solutions specifically for retailers while in the adjacent Omnichannel Forum experts will share practical tips for getting one’s company into shape for all channels and seamless networking. After all, if your customers are not vigorously demanding these new services today, it won’t be long before they do. But what exactly does omni-channel mean and how does it relate to such things as multi-channel or cross-channel?

Multi-channel: several channels – no connection

When e-Commerce emerged and digital sales channels were established in the form of web shops multi-channel distribution saw the light of day. Dealers are no longer just selling via one, mostly physical channel but also via other channels – however without any connection between these systems. Online and offline sales can be handled completely separately in organisational terms. Even a consistent brand appearance in the form of Corporate Designs, for example, is not necessarily a given.

Cross-channel: several channels – connected

Unlike with multi-channel retail cross-channel retail enables a connection between several channels. The link between physical stores and web shops brings about entirely new distribution models such as online reservations and/or orders for bricks-and-mortar outlets. Conversely, purchases and orders can be made offline while the goods are shipped to shoppers.

Omni-channel: channels become invisible – seamless transition

The next step from cross-channel retail is omni-channel: the seamless customer journey across all channels, with a flowing transition and consistent brand experience. It is occasionally difficult to distinguish cross-channel from omni-channel operations since there are no hard facts like there are to distinguish between multi- and cross-channel retail. Instead, it is the shoppers’ impression during their retail trip that decides – and, hence, a soft factor that is also determined by the quality of implementation. A case in point here is a service like Click & Collect which cannot be clearly categorised as a cross or omni-channel range. In omni-channel retail processes running in the background are no longer visible for shoppers. Their shopping experience is seamless without any obstacles – and without focusing on any specific channel.

Omni-channel service set as a standard

For the EHI study “Omnichannel-Commerce 2015” 25 retailers from Germany, Austria and Switzerland were personally interviewed on the challenges and level of implementation of omni-channel services. Five services proved pivotal here for omni-channel implementation: online availability updates for offline products, Click & Collect with online payment as well as the possibility for offline payment, in-store returns and in-store orders. The interviewed retailers stated that in-store ordering was the service most frequently implemented and offered – for example, with tablet solutions for sales assistants and shoppers. The least frequently implemented service was Click & Collect with in-store payment since here products that have not been paid for by the shopper have to be reserved for a prolonged period.

Omni-channel retail in Germany, Austria and Switzerland

At EuroCIS 2015 it was still called Multichannel Area - now the special area is...
At EuroCIS 2015 it was still called Multichannel Area - now the special area is replaced by the Omnichannel Area.
Source: Messe Düsseldorf GmbH
The extent to which retailers have implemented multi-channel ranges is illustrated by the EHI studies “E-Commerce-Markt Deutschland 2015” (e-Commerce market Austria/Switzerland 2015) as well as “E-Commerce-Markt Österreich/Schweiz 2015” (e-Commerce market Austria/Switzerland). The analysis of the top 1,000 web shops in Germany as well as of the top 250 web shops in Austria and Switzerland makes it possible to break down retailers by single, multi, cross and omni-channel operations in these three countries. The result: two thirds of the 1,000 best-selling web shops in Germany do multi, cross or omni-channel commerce. 62.6% of web shops allow their customers to also shop on other channels, i.e. in bricks-and-mortar outlets, via catalogue or teleshopping – at least 168 of them even link these channels with each other. This means most German e-Commerce players already serve their shoppers on several channels, some are even on the path towards omni-channel commerce.

In Switzerland and Austria the situation is similar. Over two thirds of the 250 best-selling web shops in Austria offer their shoppers at least one multi-channel retail experience. 45.2% of the web shops offer at least multi-channel, either via TV (tele shopping), print (cata­logue) or domestic physical outlets, and 24.4% of retailers link their web shop with a physical store and are therefore engaged in cross or omni-channel retail. Taken together 69.6% of the top 250 web shops are involved in multi-channel activities. Of the top 250 web shops in Switzerland 25.6% offer their customers a link between online and offline stores, offering cross or omni-channel commerce. 38.8% of the web shops are engaged in multi-channel activities, either via TV (tele shop­ping), print (catalogue) or domestic physical stores. This means that 64.4% of the 250 retailers rely on multi-channel options.

UK Retailers are Pioneers

Among the retailers polled for the “Omnichannel-Commerce 2015” study the United Kingdom plays a pioneering role in Europe when it comes to omni-channel solutions and user acceptance, while implementation of these services still seems to be in the early stages in Germany. An analysis of local studies underlines this impression: over two thirds (73%) of British online shoppers have not only used Click & Collect services – 75% of these online shoppers are also very satisfied with the implementation of the services, as a study by eDigitalResearch and IMRG shows.

A survey conducted by Verdict polling 10,000 British consumers in March 2015 shows that omni-channel solutions can also serve as drivers for bricks-and-mortar retail: here 32% of the shoppers polled said that they had purchased additional products when collecting their Click & Collect order.

Source: Messe Düsseldorf GmbH

related articles:

popular articles:

Thumbnail-Photo: Worst year on record for retail
20.01.2020   #brick and mortar retail #retail

Worst year on record for retail

Facts and figures about Black Friday and the Christmas sale 2019

The December figures are positively distorted by the late timing of Black Friday, which occurred in December 2019 as opposed to November in 2018. The 3-month and 12-month averages are not distorted. Total sales for 2019 decreased by 0.1 ...

Thumbnail-Photo: Crowdsourcing campaign to save Modells Sporting Goods and 3300 jobs...
03.03.2020   #digital marketing #brand management

Crowdsourcing campaign to save Modell's Sporting Goods and 3300 jobs

Mitchell Modell offers outside investment opportunities

Modell's Sporting Goods, America's oldest, family-owned and operated retailer of sporting goods, has announced that for the first time in its 130-year history, they are closing more than 15 percent of the stores in its fleet, and offering ...

Thumbnail-Photo: E-Commerce Day 2020 made by
13.01.2020   #online trading #e-commerce

E-Commerce Day 2020 made by

11 years e-Commerce Day in Cologne!

The e-Commerce Day - made by, offers online retailers, manufacturers and interested parties the opportunity to learn about the latest trends, the latest developments and interesting features in e-commerce and to exchange information with ...

Thumbnail-Photo: Americans expect privacy controls
03.02.2020   #customer satisfaction #marketing research

Americans expect privacy controls

4 out of 5 people want a privacy law to protect personal data

73 percent of people would pay more to online services companies to ensure they did not sell or use their data for marketing, while 77 percent would stop shopping at their favorite retailer altogether if the retailer did not keep their personal data ...

Thumbnail-Photo: Basics of how to merchandise your store
27.02.2020   #product presentation #goods illumination

Basics of how to merchandise your store

Retail Consultant Hans Günter Lemke reveals key elements of successful visual merchandising

Retailers face increasing pressure from online competitors. Although brick-and-mortar businesses take in the lion’s share of sales revenues, online shopping will play an increasingly important role in the future. That’s why it is ...

Thumbnail-Photo: LED: optical illusion at the airport
16.04.2020   #digital signage #brick and mortar retail

LED: optical illusion at the airport

‘The Fashion Gallery’ concept in Vienna International Airport Shopping Plaza

BrightSign, LLC® announced  that Lagardère Travel Retail has recently opened its new ‘The Fashion Gallery’ concept, an 800m² shop in Vienna International Airport Shopping Plaza Terminal 2 Departure under customs ...

Thumbnail-Photo: The eye is shopping too!
20.02.2020   #brick and mortar retail #decorative lighting

The eye is shopping too!

Visual merchandising and product presentation at EuroShop 2020

For a successful purchase, it sometimes takes more than just a full wallet. Customers want to be addressed in the store - not only by staff, but also visually. We also took a look around EuroShop in terms of visual merchandising and product ...

Thumbnail-Photo: Blind Date is so yesterday! Know your customers!...
13.01.2020   #customer satisfaction #customer relationship management

Blind Date is so yesterday! Know your customers!

Customer loyalty: Personalizing your customer communications – across all channels

Is brand loyalty dead? These days, consumers no longer buy the same brand of goods for life. They want personalized offers for products that meet their specific needs. That’s why it is more important than ever for retailers to retain and ...

Thumbnail-Photo: Want to stop consumer hoarding in times of crisis?...
06.04.2020   #customer analysis #coronavirus

Want to stop consumer hoarding in times of crisis?

New research may provide the answer

Consumer stockpiling and hoarding took center stage in recent months as the COVID-19 virus has spread around the world, and with it, panic buying on the part of millions. News broadcasts and social media feeds have been filled with examples of the ...

Thumbnail-Photo: Britain’s thrifty young fashionistas
24.01.2020   #customer satisfaction #sustainability

Britain’s thrifty young fashionistas

More than half of 25-34-year-olds buy second-hand clothes

Savvy young Brits are buying, selling, mending, swapping and renting their clothes, according to the latest research from Mintel.‘Thrifting’ is the way forward among young British fashion shoppers, as Mintel research shows that in the ...


iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn