EKN: A Step-by-Step Approach to Improving Omni-Channel Customer Profitability

The fundamental goals of any Omni-channel strategy are to achieve greater customer engagement, profitability and share of wallet per customer when compared to single channel sales and service strategies. Yet, 3 out of 4 retailers are unable to measure and manage these goals as competing operational pressures take over, especially during peak selling seasons. The ultimate focus of the retailers especially in the mid-market is to capture as many sales as possible without leaving themselves overburdened with stock at the end of the season. EKN in collaboration with Symphony Teleca, conducted a survey of more than 80 US-based retailers to understand and benchmark mid-market retailers’ maturity and readiness in terms of Omni-channel execution and customer profitability. The report illustrates a step-by-step approach to improving Omni-channel customer profitability. Each section contains specific short, medium and long-term recommendations and key data points.