October 10, 2016

Swedish Fashion Retailers struggle with OmniChannel

Fredrik Bergström

Principal Consultant, Omnichannel Commerce, Tieto

Tieto has analysed the Swedish Fashion retail and created an OmniChannel index.

54 parameters were analysed around Fullfilment, Cross Channel Experience, Online Experience, Loyalty programs and Customer Service.

The results were surprising in a country like Sweden, where early adoption of tech has long been a hallmark. The index shows that most retailers are in the minimal to moderate integration stage in the omnichannel journey. A few retailers have progressed a bit further in development and integration. However, they have not transformed enough to be seen as omnichannel pioneers from a global perspective, and still have a long way to go before reaching a full omnichannel experience.

Why is this an issue? Omnichannels facilitate the integration of the physical with the digital and in today’s world I’d say it is vital for good business.
Customers are driving the development. They want to shop both online and in physical shops and as a retailer you need to make sure that they have a unified experience of your brand.

The index also shows that many retailers see the importance of having an omnichannel strategy – but what should it look like?  Needs are different, but knowing the customer is at the core of selecting the right strategy.

Tieto understands that omnichannelling is a journey for retailers and we have developed the Tieto Retail Experience to make the ride as smooth and successful as possible. The Retail Experience offers both solutions and assets on leading platforms, integrating, for example, ecommerce platforms with point of sales systems, and providing selling solutions that are tailored to each retailer’s needs. It is a roadmap and technology that will help you create the ultimate omnichannel experience.

You are welcome to stop by and learn more form my colleagues and I at StrategiTorget Retail on Oct. 25-26 at Yasuragi Hasseludden, Stockholm.

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