Retailers Not Covering the Basics: FitForCommerce Study

How good a job are retailers doing at giving shoppers what they want? Consultancy FitForCommerce didn’t write “meh” but that pretty much sums it up. Their Omnichannel Retail Index rated 120 retailers against 250 categories across Web, mobile, and in-store channels. The average company scored an unimpressive 58%, up just 2 points from the year before. Even the top ten scored only 68% to 78%. The index measures basics like Buy Online/Pick Up In-store (41% compliance), not advanced offerings like augmented reality.