This Fashion Brand Is a Top Omnichannel Retailer

New York & Company is one of Total Retail's Top 100 Omnichannel Retailers, landing the third overall spot on the list.

New York & Company began its omnichannel journey in 2010 as it recognized the growing need to serve consumers in the most convenient way and time of day they chose to shop. The retailer has expanded its capabilities each year and this, along with the growing importance of the online channel, has led to consistent growth of online sales to approximately 25 percent of sales in fiscal year 2016 up from approximately 7 percent five years ago.

Total Retail, in conjunction with Radial, a technology and operations provider whose clients include New York & Company, evaluated the top brands in retail to determine which brands were actively responding to consumer trends. New York & Company’s #3 ranking was determined by seven criteria, such as the option to buy online and pick up in store; consistent pricing across channels; ability to return products across channels; and search for in-store products online.

"Our customers are incredibly tech-savvy," said John Worthington, president and COO of New York & Company. "They expect a seamless transition between mobile, desktop, and in-store shopping and we want to ensure they are receiving the best experience possible. Innovation is our top priority."

As part of its omnichannel strategy, the company has also implemented initiatives to elevate the in-store experience. To this end, the retailer is in the process of testing in-store kiosks, so that customers who cannot find their size can view the entire assortment and order online or pick up from a nearby location.

"Implementing omnichannel capabilities and a seamless customer experience has been a big focus for us over the past several years and it has paid off in customer growth, improved customer satisfaction, and increased loyalty," said Greg Scott, CEO of New York & Company. "I am proud of our accomplishments."

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