NewStore has shared a new omnichannel assessment from researchers at the "Omnichannel as a Service Provider," revealing the brands leading the charge in cross-channel experiences for customers, WWD reports. The study focuses on 200 of the top luxury and fashion brands, specifically looking at categories such as product and brand discovery, purchase, fulfillment, consumer engagement, associate mobility, inventory visibility, mobile checkout, and clienteling information.

Of the hundreds of brands assessed, Nike, Athleta, Moncler, Louis Vuitton, and Banana Republic scored the highest.

“From front-end mobile tech like its Nike App to back-of-the-house data and analytics capabilities, the brand is writing the playbook for how to successfully unite digital and physical retail,” authors of the report said of Nike, who has spent $1 billion to overhaul its omnichannel capabilities. “Just look at its New York City flagship, which boasts six floors of experiences including customizations at the Sneaker Bar and digital Pick Up Lockers. Nike is winning at the engagement, efficiency and experience game, and what it has built is marveled by consumers and retailers alike.”

NewStore added that Louis Vuitton “has long prioritized making its customer journey seamless across channels, a task most other luxury brands reserve for their stores. Louis Vuitton store associates are able to see a 360-degree view of the shopper, both for owned stores and department stores.”

Many negatives were found in the omnichannel assessment, which notes that 76 percent of brands have no store locator on their mobile app. Additionally, only 25 percent of store associates can reach a customer outside the store.

The report also revealed that 74 percent of brands have a digital payment option, and 68 percent of store associates utilize a mobile device or tablet. NewStore claims, however, that one particular area that needs improvement is the purchase phase.

"Despite more associates having access to mobile devices on the store floor, they are limited in the tasks they can use them for," they said. "This is hindering many brands from elevating their store staff into a living web site, point of sale, call center and fulfillment source.”

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