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Omnichannel Retailers Barrel Over Pure-Play Etailers

Posted on 11.19.2013

Heading into Thanksgiving Day week, retailers are racing to meet the challenges of changing consumer expectations. And nobody is doing it better than Crate&Barrel – at least out of OpinionLab’s clients, which includes half of the Fortune 50 organizations. 

Published quarterly, OpinionLab's Customer Feedback Index (CFI) report provides insight into top customer experience trends across industries and touchpoints, including Web, mobile and physical locations.

Crate&Barrel’s CFI score of 940 over the course of the third quarter easily tops in the retail sector among the highest scores posted by any OpinionLab client.

According to OpinionLab, Crate&Barrel’s brand essence has translated perfectly to the omnichannel era more than 50 years after opening its first store. Its clean and intuitive website (shown here with an modal pop-up for email sign-ups which is proven to grow email lists), convenient mobile site and elegant stores combine seamlessly to provide a thoughtful and well-executed home furnishings shopping experience.

Crate&Barrel’s high score reflects similar findings of the CFI report, mainly customers' propensity toward omnichannel retailers over pure-play etailers. For example, ominchannel retailers outperform etail competitors in 5 of 7 key functional areas including product search and product information.

"This data indicates that there is indeed such a thing as an omnichannel advantage emerging in the run-up to Holiday 2013," said Jonathan Levitt, CMO at OpinionLab. "Greater flexibility on the fulfillment front in the form of store pickup and ship-to-store options allows omnichannel retail brands to help shoppers avert the annoyance of online shipping fees. Traditional retailers also put the resources and human capital of their stores to use by allowing shoppers to conveniently return online purchases to any store location. These evolutionary steps have certainly helped to boost omnichannel retail from a customer experience standpoint."

Here are other key findings of the Holiday Preview Customer Feedback Index (CFI) Report:

**Omnichannel retailers posted an average CFI score of 445 versus etailers' average CFI score of 391, showing strength and resilience when it comes to customer satisfaction and loyalty.

**Ominchannel retailers outperform etail competitors in 5 of 7 key functional areas including product search and product information. 

**Omnichannel retailers dominate checkout with a Functional Mean Rating (FMR) score of 3.69 out of 5 versus 3.2 for etailers.

**Etailers have a slight edge over omnichannel retailers in account management (FMR score of 2.55 versus 2.44) and information (FMR score of 3.07 versus 3.03).

**Both etailers and omnichannel retailers are better at providing detailed product information than search functionality, indicating an ongoing challenge for shoppers who want to find what they are looking for.

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