American Eagle on top in omni-channel survey

Young men’s and women’s retailer American Eagle Outfitters has come out on top in a global omni-channel fashion survey.

Kurt Salmon, the global retail and consumer goods consultancy, surveyed 50 fashion companies in the UK, Germany, France and the US, analyzing customer service of the brands in store, online, mobile and social markets.

Gap ranked second and Express came third. UK retailer Oasis followed in fourth place and Kiabi of France came in fifth. All retailers were ahead of the average but none of the businesses demonstrated best practices across all points.

American Eagle did particularly well in online purchase cycle, mobile and social, a spokesperson for Kurt Salmon told just-style.

Oasis had the strongest mobile component and scored well with “a customer journey embracing more than one channel,” demonstrated by its reserve online and collect in-store function.

Kurt Salmon senior partner Richard Traish said: “Consumer brands excel in providing superior customer service in one channel but struggle to replicate it across other channels, even though this is where the biggest sales opportunities lie. Even among the companies we analyzed, in some areas the best were performing three times as well as the rest so there is a huge opportunity gap to close.”

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