Oasis among top five in omni-channel survey

UK retailer Oasis has made it into the top five

of the first global omni-channel fashion survey from Kurt Salmon, the global retail and consumer goods consultancy, along with American retailers American Eagle, Gap and Express, and French brand Kiabi.

The report, which surveyed 50 fashion companies from the UK, Germany, France and the US identified and analysed the brands customer services offerings across the four main channels - store, web, mobile and social – as well as how they managed a cross-channel purchase, against more than 60 criteria.

Kurt Salmon revealed that Oasis had the strongest mobile component and also scored particularly well with a customer journey embracing more than one channel, as demonstrated by its reserve online and collect in-store functionality.

While the top five brands all performed way ahead of the average, the survey did note that not one business demonstrated best practice across all customer touch points.

According to Richard Traish, senior partner, Kurt Salmon, omni-channel integration still remains elusive. “Consumer brands excel in providing superior customer service in one channel but struggle to replicate it across other channels, even though this is where the biggest sales opportunities lie. Even among the companies we analysed, in some areas the best were performing three times as well as the rest so there is a huge opportunity gap to close.”