Best Buy Beats 25 Retailers in Cross-Channel Integration

Best Buy, The Limited, Tractor Supply and Aeropostale are the highest scoring retailers in a recently completed study of the cross-channel capabilities of 26 top retailers. Included in the study were Best Buy, Target, Abercrombie & Fitch and PetSmart, among others.

The Top 10 Retailers according to the CrossView Multi-Channel Retailing Study survey are:

1. Best Buy
2. The Limited
3. Tractor Supply
4. Aeropostale
5. Coach
5. The Buckle
6. GameStop
7. Dick's Sporting Goods
8. Sears
9. Gander Mountain
10. Pet Smart

According to the study: 

- 58% of retailers offer different prices across channels on the same item 
- Only 38% ensure marketing promotions are available across all channels
- 96% of retailers cannot access online customer profiles in-store or via call center

The study examined 26 top retailers between December 1, 2009 and December 11, 2009 across three channels: online, in-store and call center. The retailers were evaluated using a variety of criteria, including consistency of pricing and promotions and access to customer profile information.
"This study tells us that the majority of retailers have a long way to go when it comes to meeting customers' needs across their web, in-store and call center touchpoints," notes Mark Fodor, CrossView's CEO. "However, some retailers we examined, such as Best Buy, have made great strides in integrating across channels, primarily by using platforms that allow a single view of the customer at all stages of interaction."

Findings specific to the Web channel include:
-Only 35% of retailers allow in-store pick-up of online orders
-69% of retailers display appropriate accessories alongside products
-96% of retailers studied offer both product descriptions and availability status

Findings specific to the Call Center include:
- 62% of retailers could not access online customer profiles
-55% of call center representatives failed to up-sell or cross-sell
-12% of retailers offered different prices via phone than those quoted online

Findings specific to In-Store include:
-Only 1 of the 26 retailers surveyed could access the customer's online profile
-93% were unable to access pending online orders
-35% could not match online promotions
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