LONDON, U.K. - 15 Sep 2014: IBM (NYSE: IBM) today announced the results of its first European Omnichannel Capabilities Index report (OmCI). The report found none of the 169 European retailers surveyed are able to deliver a complete omnichannel experience and that retailers still need to work hard on their in-store service, mobile offerings and delivery options.
Retailers were assessed against 75 criteria to measure how well they perform in providing the basics of good customer experience. In a truly omnichannel world, the customer receives personalised and consistent service from any brand touchpoint including mobile, online, high-street and social. A majority of shoppers now use technology in the shopping process, and services such as click-and-collect or buy online and return to store, for example, are expected as standard. But the internal organisation of many companies has not caught up to deliver this seamless experience.
A growing number of consumers expect retailers to offer a true omnichannel shopping experience," said Martin Butler, head of retail for IBM UK and Ireland. The shopping journey is now very different for certain product categories, such as electrical and fashion. We performed the benchmark to allow retailers to assess themselves against their competition - in order that they prioritise their investment in line with consumer demands.
The survey reveals:
Inconsistency across services
The most consistently delivered criterion is a universal price strategy' across all channels, with a rating of 76 percent.
The least consistently delivered is e-commerce service: in store' (for example, check-in with a smartphone or self-scanning payment terminal), at only 9 percent.
On average, the capabilities which need the most work, beyond in-store service, are mobile apps' 27 percent, click-and-collect' buying online and picking up in store at 33.5 percent and home delivery' at 34 percent.
Disparity between retailers
General merchandise retailers performed highly with an OmCI score of 63 percent, closely followed by electronics businesses - who want to lead the way with digital technologies - at 57 percent.
Furniture sellers achieved the lowest score with 36 percent.
National variations
Countries with a high proportion of online sales achieved a higher average score.
UK led the way with the top 5 retailers scoring an average of 73 across all criteria.
Belgium was the lowest at 30 percent.
The full IBM report Authenticity and advantage in an omnichannel world', which included 33 UK retailers, is available to download here: http://public.dhe.ibm.com/common/ssi/ecm/en/uvw12385gben/UVW12385GBEN.PDF
Notes to editors
The IBM Omnichannel Capability Index Survey, developed in late 2013, is a survey of 169 major European retailers from 12 countries, across a range of retail sectors. The survey was by a pan-European team from IBM Global Business Services with a cross-section of skills and experience in the retail industry. Taking the point of view of the consumer unannounced and anonymous the survey provides insight into each retailer's everyday capability to provide an authentic omnichannel experience. The results of these observations provide unique insight into the customer-centric nature of each retailer's omnichannel capability and highlight best practice.
The survey assessed each retailer against 75 performance criteria in 13 categories. Performance criteria focused on the critical functions and services that IBM's experience suggests a retailer should provide in order to deliver omnichannel success. The survey team personally tested each retailer's channels and assessed their experience against the criteria. Retailers were assessed against yes or no criteria to ensure overall performance results were entirely objective. The survey amassed 12,675 data points, upon which IBM's insight and analysis is based.
Most recent headlines
01/01/2026
Latin Grammy Cultural Foundation Announces 2026 Noel Schajris Scholarship The scholarship will cover tuition and housing for one Berklee College of Music stud...
01/01/2026
New year, new games, all with RTX 5080-powered cloud energy. GeForce NOW is kicking off 2026 by looking back at an unforgettable year of wins and wildly high fr...
31/12/2025
Back to All News
NFL Christmas Gameday on Netflix Scores Again With the Lions-V...
30/12/2025
As the College Football Playoff Enters the Quarterfinals, ESPN Blows Out Its Meg...
30/12/2025
SVG's Best of 2025: Original ArticlesTake a look back at all our coverage of big-time productions, game-changing technologies, and state-of-the-art new faci...
30/12/2025
MELBOURNE, Fla., Dec. 30, 2025 - L3Harris Technologies (NYSE: LHX) will release its fourth quarter 2025 financial results before the market opens on Thursday, J...
30/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
30/12/2025
It marked the first civilian operational authorization for a HAPS flight in Europe, led by Space42's subsidiary, Mira Aerospace
The flight demonstrated HAP...
29/12/2025
San Francisco 49ers Strike Gold With Halftime Laser SpectacularStunning display caps $200 million renovation of Levi's Stadium techBy Dan Daley, Audio Edito...
29/12/2025
The Cup's Around the Corner: An Inside Look at Broadcast Preparations for th...
29/12/2025
SVG's Best of 2025: Longform VideoWatch the standout keynote conversations, deep dives, and panel discussions from the year for free on SVG PLAY!By Brandon ...
29/12/2025
From crisper Lossless audio and immersive music videos in beta to new Audiobooks+ plans, custom transitions between tracks, and in-app Messages, we keep levelin...
29/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
27/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
26/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
26/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
25/12/2025
Holiday lights are twinkling, hot cocoa's on the stove and gamers are settling in for a well-earned break.
Whether staying in or heading on a winter getawa...
24/12/2025
What is AI good for? Posted by MTI Film on December 24, 2025
What is AI good for?
What is AI good for?
It's been three years since ChatGPT first cap...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Back to All News
The Boyfriend' Season 2 Unveils Heartwarming Trailer, Key...
24/12/2025
Back to All News
Love, Fights, and Everything in Between: Badly in Love' Returns for Season 2
Entertainment
24 December 2025
GlobalJapan
Link copied t...
24/12/2025
Scripps Research study links sleep variability with sleep apnea and hypertension How consumers' digital activity trackers could enable personalized health s...
23/12/2025
How guilas Cibae as Dominican Winter League Games Are Locally Produced for Glob...
23/12/2025
BitFire's Jim Akimchuk on Supplying Scalability and Customization in the Clo...
23/12/2025
CAMB.AI Enables European Athletics to Offer Multi-Language SupportPlan is to eventually offer translation into all languages spoken in EuropeBy Ken Kerschbaumer...
23/12/2025
Analysis: As sports media values trend negative, scarcity and quality are king By Callum McCarthy, Editor-at-Large
Monday, December 22, 2025 - 14:08
Print ...
23/12/2025
ESPN, Disney, and NBA Return to the Animated Altcast Fray With Second Edition of...
23/12/2025
End the Year on a High Note and Donate to the Sports Broadcasting Fund Today!By Ken Kerschbaumer, Editorial Director
Tuesday, December 23, 2025 - 12:25 pm
P...
23/12/2025
The year is winding down, the weather outside is frightful, and it's the perfect time to escape into a story that warms the heart. For listeners looking for...
23/12/2025
A Zeus motor is hot fire tested at L3Harris' Camden, Arkansas, solid rocket ...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Lightware will exhibit several major product innovations at ISE 2026, including the new USB-C BOOSTER-V1, Google Meet. integration for various Taurus UCX models...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Taking the Stage at Carnegie Hall-On a Global Scale Boston Conservatory Orchestra students reflect on their epic concert marking the 80th session of the UN Gene...
23/12/2025
Back to All News
Netflix's The Great Flood and Culinary Class Wars 2 Top Gl...
23/12/2025
Back to All News
Stranger Things By the Numbers: How the Global Phenomenon Shap...
23/12/2025
Experience the power of WO Automation for Radio's newest service, the System Effectiveness Review. Designed to help you achieve more, a System Effectiveness...
23/12/2025
23 Dec 2025
VEON's Beeline Kazakhstan and Rakuten Symphony Collaborate to A...
23/12/2025
Back to All News
How Steamy Can It Get? Single's Inferno' Season 5 Pre...
23/12/2025
Back to All News
33 Million Global Viewers on Netflix Watched Jake Paul vs. Ant...
LONDON, U.K. - 15 Sep 2014: IBM (NYSE: IBM) today announced the results of its first European Omnichannel Capabilities Index report (OmCI). The report found none of the 169 European retailers surveyed are able to deliver a complete omnichannel experience and that retailers still need to work hard on their in-store service, mobile offerings and delivery options. 
