{"id":3237,"date":"2018-03-06T08:20:46","date_gmt":"2018-03-06T07:20:46","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=3237"},"modified":"2018-03-06T08:20:46","modified_gmt":"2018-03-06T07:20:46","slug":"die-omnichannel-luege-80-prozent-der-handelsunternehmen-haben-keine-omnichannel-strategie","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/en\/marketing\/2018-03-06\/die-omnichannel-luege-80-prozent-der-handelsunternehmen-haben-keine-omnichannel-strategie\/","title":{"rendered":"The omnichannel lie: 80 percent of retail companies do not have an omnichannel strategy"},"content":{"rendered":"<figure id=\"attachment_3239\" aria-describedby=\"caption-attachment-3239\" style=\"width: 480px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3239\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/03\/Die-Omnichannel-Luege_Organisator.jpg\" alt=\"\" width=\"480\" height=\"480\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/03\/Die-Omnichannel-Luege_Organisator.jpg 480w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/03\/Die-Omnichannel-Luege_Organisator-150x150.jpg 150w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/03\/Die-Omnichannel-Luege_Organisator-12x12.jpg 12w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/03\/Die-Omnichannel-Luege_Organisator-175x175.jpg 175w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/03\/Die-Omnichannel-Luege_Organisator-350x350.jpg 350w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/03\/Die-Omnichannel-Luege_Organisator-250x250.jpg 250w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/03\/Die-Omnichannel-Luege_Organisator-300x300.jpg 300w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/03\/Die-Omnichannel-Luege_Organisator-100x100.jpg 100w\" sizes=\"auto, (max-width: 480px) 100vw, 480px\" \/><figcaption id=\"caption-attachment-3239\" class=\"wp-caption-text\">Informing and shopping across all channels: However, many retailers lack a clear strategy when it comes to omnichannel. (Image: Fotolia.com)<\/figcaption><\/figure>\n<p>A new survey by Roland Berger shows where retail companies are still lacking the most: 80 percent of companies still do not have a clear channel and omnichannel strategy. Seven out of ten respondents rate their competence in this field as insufficient. And a whopping 78 percent of retailers are unable to offer a seamless shopping experience (customer journey) between online and offline channels. Around 100 retail companies from Germany, Switzerland and Austria were surveyed for the study entitled \"The Omnichannel Lie\".<\/p>\n<h2>Omnichannel in Switzerland \"a big construction site\".<\/h2>\n<p>\"Omnichannel is a major construction site for many Swiss retail companies, which is often only in an early concept phase,\" says Matthias Hanke, Roland Berger Partner in Zurich. In addition to the issues mentioned above, Hanke sees the biggest challenge in terms of efficiency, reliability and effectiveness of fulfillment. \"Often, there are only limited scalable concepts regarding the strategic design of the last mile and the partnerships required for this,\" adds Hanke.<\/p>\n<h2>Different levels of maturity in channel strategy<\/h2>\n<p>For the current study, Roland Berger experts surveyed companies from the food retail, textile retail, consumer electronics retail, mail order and online retail sectors. Based on the responses, four different maturity levels can be categorized with regard to channel integration:<\/p>\n<ul>\n<li>Champions: Only 4 percent of the participants are among the champions. They are characterized by a large number of possible customer touchpoints, a high share of online business in sales, and a strongly integrated customer journey.<\/li>\n<li>The pioneers: This group includes 16 percent of the companies surveyed. Although they are advanced in their multichannel approach, they do not yet feel the pressure to activate all sales channels. This is because the online share in their product category is still low.<\/li>\n<li>The followers: With 48 percent of respondents, this is the largest group. These retail companies still have deficits; they are not yet really fit for a successful omnichannel strategy.<\/li>\n<li>The laggards: One third of retail companies still completely lack the prerequisites for a sales strategy across all channels; and this despite the fact that competition is increasing strongly - especially in the online sector. Here, the need for action is particularly high.<\/li>\n<\/ul>\n<h2>Important factors for a successful sales strategy<\/h2>\n<p>For companies to achieve omnichannel maturity, important prerequisites are indispensable. These include, for example, an appropriate corporate culture: \"Companies should break down internal silos, keeping departments and sales channels separate from each other. Only in this way can cross-channel thinking become established and contribute to the company's success,\" recommends Roland Berger Partner Tobias G\u00f6bbel.<\/p>\n<p>In addition, the roles and strategies of the various channels should be clearly defined to avoid overlaps. It is also very important that companies build strong competencies in the areas of data, programming and marketing and ensure an end-to-end digitized value chain. \"In this way, retail companies can better understand their customers' wishes and fulfill them with appropriate products, information and sales models,\" Tobias G\u00f6bbel summarizes.<\/p>\n<p><a href=\"http:\/\/www.rolandberger.ch\"><em>www.rolandberger.ch<\/em><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Eine\u00a0neue Umfrage von Roland Berger zeigt, wo es bei Handelsunternehmen\u00a0noch\u00a0am meisten fehlt:\u00a080 Prozent der Unternehmen haben immer noch keine klare Kanal- und Omnichannel-Strategie. Sieben von zehn Befragten sch\u00e4tzen ihre Kompetenz in diesem Feld als unzureichend ein. Und satte 78 Prozent der H\u00e4ndler sind nicht in der Lage, eine nahtlose Einkaufserfahrung (Customer Journey) zwischen On- und [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3239,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Omnichannel","_yoast_wpseo_metadesc":"Wer heute im umk\u00e4mpften Handelsgesch\u00e4ft erfolgreich wirtschaften will, kommt an einer durchdachten Omnichannel-Strategie nicht vorbei. Denn die Kunden wollen vor allem eines: sich \u00fcber alle Kan\u00e4le \u00fcber die Waren informieren.","articlekey":"","footnotes":""},"categories":[29],"tags":[334,339,459,508],"class_list":["post-3237","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-management","tag-marketing","tag-studie","tag-vermischtes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Die Omnichannel-L\u00fcge: 80 Prozent der Handelsunternehmen haben keine Omnichannel-Strategie - Organisator<\/title>\n<meta name=\"description\" content=\"Wer heute im umk\u00e4mpften Handelsgesch\u00e4ft erfolgreich wirtschaften will, kommt an einer durchdachten Omnichannel-Strategie nicht vorbei. 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