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.”

What To Read Next

*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.