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BizReport : Ecommerce archives : August 18, 2016

UK's largest retailers struggle to offer consistent pricing across channels

Joining the dots between online and in-store shopping experiences continues to prove problematic for the majority of the UK's largest omnichannel retailers, according to new research from RetailMeNot.

by Helen Leggatt

Nearly all (92%) of large retailers in the UK now have an online presence, yet nearly 4 in 10 (38%) struggle to offer consistent pricing across all channels. That's despite 42% having restructured their business to bring online and in-store teams together and 30% transitioning to a combined retail team.

However, the RetailMeNot research points to budgets continuing to be siloed by channel, such as in-store, online and mobile, as being a big factor in the inconsistency of pricing and the consumer experience across channels. Fifty-nine percent of retailers are still unable to link in-store and online behavior and sales.

"As consumers increasingly expect a consistent experience across all channels, high street retailers simply cannot afford to stand still," says Severine Philardeau, VP of retail and brand solutions at, RetailMeNot.

"Connecting the dots between online and in-store behavior and sales is absolutely imperative, and holds the key to improving the shopper experience and maximizing the effectiveness of investments in digital and mobile marketing and promotions."

Tags: budgets, ecommerce, marketing, omnichannel, strategy

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