Personalisation group RichRelevance and digital marketing benchmarking specialist L2 have previewed findings from their upcoming Intelligence Report: Omnichannel 2015.

The report analyses the efforts of leading retailers to blend digital and in-store experiences, in a bid to identify those that are successfully delivering a true omnichannel experience.

Findings from the survey include the news that just 31 per cent of US retailers offer click and collect services, compared to 88 per cent of those in the EU; that email is increasingly being used to drive store traffic, while the number of emails showcasing online-only sales has fallen in the last year; and that free delivery offers are dwindling.

The survey also suggests that real time inventory visibility is at a tipping point: 48 per cent of US retail brands (up from 36 per cent in 2014) now offer this function, as do 50 per cent of those in the UK and 46 per cent in the EU.

“Omnichannel retail is at an inflection point,” says L2 co-founder and head of research Maureen Cullen. “Webrooming has outpaced showrooming, and digital’s impact on all sales continues to accelerate. Retailers are shifting from a reactive mindset… to a strategic one.”

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