Arcadia brands come out on top in multichannel survey
Global management consultancy Kurt Salmon has released its omnichannel survey of more than 100 UK, German and French fashion retailers.
The survey ranked who provided the best experience for shoppers across multiple platforms - and the result was a clean sweep for UK brand house Arcadia, whose Topshop took the top spot, followed by Arcadia brands Wallis and Miss Selfridge.
Topshop came in first place because it excels in the integration of a unified mobile strategy across its website, app and social media, mixing clear product pages with editorial content. However, though its social media interaction was good, in-store interactions such as the smart mirror could be improved, according to Kurt Salmon.
The top spots were dominated by UK brands, but Germany’s Marc o’Polo and France’s Etam and Decathlon made it into the top three, for mobile excellence and cross-channel excellence respectively.
The retailers that performed the best were those that were vertically integrated, as they can control every element of their business.
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