Manhattan Associates Inc. (NASDAQ: MANH) today announced the
findings of the industry's first real-world analysis of Unified
Commerce in specialty retail in Europe conducted in partnership
with Google Cloud and Zebra Technologies. The Unified Commerce
Benchmark for Specialty Retail, conducted by Incisiv via actual
shopping transactions, assessed three retail verticals (apparel and
footwear, home and DIY, and luxury), and five countries (France,
Germany, Italy, UK, and the Netherlands).
The Unified Commerce Benchmark for Specialty Retail in Europe
conducted by Incisiv, assessed 50 retailers, analysing 290+
customer experience capabilities in four categories including:
search and discovery; cart and checkout; promising and fulfilment
and service and support.
Based on data from actual purchases, returns and customer
journeys across digital and physical channels, the benchmarking
reveals common attributes of successful retailers and opportunities
for retailers to improve customer value and operations. Of the 50
retailers benchmarked, four brands emerged as overall leaders in
Unified Commerce: Adidas, H&M, Leroy Merlin and M&S.
Below are some of the key findings from each of the four
categories assessed:
- Unified Basket: The biggest point of friction in today’s
retail customer experience is due to the loss of context when
transiting between the physical and the digital. Leaders in cart
and checkout understand that a unified cart or basket is a
foundational capability when it comes to that all-important
connection across channels; 40% of leaders show personalised
promotions and offers on product description pages and cart,
compared to 6% of non-leaders.
- Guided Inspiration: Leaders in search and discovery help
shoppers discover meaningful products, making shoppers feel good
about their purchase decisions, with 100% of leaders publishing
detailed content on sustainability practices. They offer
capabilities such as product recommendations, back-in-stock
notifications, and product sourcing information, while 40% of
Leaders offered real-time inventory visibility on product detail
pages and personalised recommendations on home pages.
- Flawless Fulfilment: Leaders in promising and fulfilment
make sure shoppers’ product pick-up or delivery experience is as
good as their shopping journey. Not only do leaders meet or beat
their delivery promises consistently, they do also so while being
more environmentally friendly too. Offering shoppers greater
post-order flexibility, including complete or partial
cancellations, and greater delivery/pick-up options are all areas
leaders excel in. 60% of leaders offer shoppers the ability to
cancel orders post-purchase compared to 28% of non-leaders.
- 360 Degree Service: Leaders in the service and support
segment offer shoppers a wide variety of service options; from
in-store assistance to call centres, social media support to live
agents on their website and mobile app. Importantly though, they
offer seamless continuity, consistent quality and always-on
availability across channels and services. They empower shoppers to
self-serve most of their service needs with 92% of Leaders
supporting in order modifications, returns and exchanges via
chat/call and 75% offering their customers the ability to return
purchases to drop-off locations.
Henri Seroux, senior vice president, EMEA at Manhattan
Associates commented: “73% of European consumers are more likely to
shop with retailers offering integrated online and in-store
experiences. This means brands need complete visibility and insight
into all aspects of their business, from back-end supply chain
processes to customer services, if they are to deliver seamless
shopping experiences to Europe’s mosaic-like retail landscape.”
“Unified Commerce holds great promise for retailers and the key
to it lies in not only seamlessly joining digital and in-person
experiences, but also linking all the data and systems that enable
them too,” said Paul Tepfenhart, Global Director Retail and
Consumer Strategy at Google Cloud. “Manhattan Associates’
partnership with Google Cloud on this latest benchmark provides
retailers with a data-based roadmap to deliver a unified commerce
strategy that makes it easier for both customers and store
associates to reliably locate the right products online and
instore.”
“The European benchmark findings illustrate progress and
investment are being made in addressing table stake capabilities
such as channel integration, efficient search, payment options,
sustainability choices and fulfilment. However, retailers are
lagging in adopting many high impact differentiating capabilities
and driving operational excellence,” said Tim Stoddard, General
Manager and Senior Vice President EMEA, Zebra Technologies. “The
results underline the importance of real-time optimised inventory
visibility, front-line associate engagement, and elevated customer
experience as key pillars to the delivery of Unified Commerce.”
Amarjot Mokha, Chief Operating Officer at Incisiv added: “In a
fast-paced European market, retailers must continually innovate and
adapt if they are to keep pace shifting consumer trends. Retailers
embracing a Unified Commerce approach are able to go beyond simply
selling products, to a place where they can craft experiences that
resonate beyond country borders. This type of customer connection
drives strong business growth, up to 3X higher revenue
opportunities and creates the type of brand connection and customer
loyalty every retailer covets.”
Click here to view the complete
2024 Unified Commerce Benchmark for Specialty Retail in Europe.
Methodology:
Incisiv first developed a detailed parameterised list of Unified
Commerce customer experience capabilities. Then, based on shopper
insights, retailer executive surveys, retailer digital and store
performance data, and segment-level KPI benchmarks, it organised
key capabilities into Table Stakes and Differentiating
Experiences.
Incisiv then developed an objective list of 50 retailers across
five European countries and three Specialty Retail segments,
choosing a mix of top omnichannel retailers by revenue, across
apparel and footwear, home and DIY and luxury. All retailers had to
be in good financial health, as determined by a combination of
factors including their debt rating, and rate of store
closures.
Incisiv’s team of customer experience analysts then conducted
comprehensive shopping journeys, including real purchases and
returns, across both physical and in-person channels. Assessed
retailers were then scored based on the adoption of customer
experience capabilities, the efficacy of each capability, and the
consistency and quality of experience.
Based on their score, brands were organised into one of four
performance categories - Leaders, Challengers, Followers, or
Laggards - each with a statistically significant difference in
capability maturity and impact on performance.
About Manhattan Associates
Manhattan Associates is a global technology leader in supply
chain and omnichannel commerce. We unite information across the
enterprise, converging front-end sales with back-end supply chain
execution. Our software, platform technology and unmatched
experience help drive both top-line growth and bottom-line
profitability for our customers.
Manhattan Associates designs, builds, and delivers leading edge
cloud and on-premises solutions so that across the store, through
your network or from your fulfillment center, you are ready to reap
the rewards of the omnichannel marketplace. For more information,
please visit www.manh.com.
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For all media enquiries please contact James Canham-Ash (+44
1189 228001) or email James at jash@manh.com
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