Omnichannel concepts that network stationary and digital sales channels have long been considered a future model for retail. The German Trade Association (HDE) and the Internet giant Google have now determined in a joint study which companies in Germany are currently best positioned in this area.
As part of the “Google Omnichannel Excellence Study” (GOES), they examined 52 retailers from Germany. According to the authors of the study, the basis was formed by 43 criteria, which were assigned to the basic principles “flexible”, “uniform”, “informative”, “convenient” and “personalised”.
The top trio are MediaMarkt, Breuninger and Decathlon
The electronics retailer MediaMarkt took first place in the ranking list drawn up on this basis. The clothing supplier Breuninger follows in second place, the top trio completes the sporting goods chain Decathlon. Also in the top ten are Thalia, Saturn and Hornbach, who together occupy fourth place. Seventh place goes to the Metzingen-based fashion group Hugo Boss, eighth place is shared by Ikea and Christ, and shoe retailer Deichmann came tenth.
According to the authors of the study, German retailers still have some catching up to do when it comes to implementing omnichannel concepts in an international comparison. This was shown by the results from the Netherlands, Belgium, Sweden, Denmark, Norway, Finland and Turkey, where the Google Omnichannel Excellence Study was also carried out.
German retail companies still have some catching up to do in the omnichannel sector
“The omnichannel maturity level of German retailers has continued to improve – however, in a direct country comparison we can see that Germany, together with Finland, is currently bringing up the rear,” explained Alexander Zerdick, Director Retail at Google Germany, in a statement. “A comprehensive omnichannel strategy remains the greatest investment opportunity for retailers – especially post-transition, continued investment in omnichannel excellence is the foundation for a successful retailer’s future. Omnichannel is the future.”
Parallel to the study, Google and the HDE conducted a survey among more than 2,000 German consumers to determine their experiences with omnichannel models as well as criticisms and expectations. “Customers prefer omnichannel as a shopping solution,” the authors of the study explained. In many cases, however, users expect even greater transparency, reliability and user-friendliness from the providers.
The HDE calls for transformation aids for “small and medium-sized trade”
“It’s about the right mix between online and stationary. Customers expect an uncomplicated shopping experience,” summarized the deputy HDE general manager Stephan Tromp in a statement. “Offline and online are merging, for example, through the combination of personal and digital service, augmented reality and highly individualized offers. Stationary retail can act as a link between the two worlds.”
Tromp also called for help in setting up functioning omnichannel structures: “Small and medium-sized retailers in particular need technical and financial support for this transformation,” he explained. “After two years of the pandemic, the reserves have been used up in many places, and investments can no longer be made on our own.”