Customer experience is no longer a brand differentiator — it's a baseline expectation. Since world events such as the pandemic in 2020 accelerated the shift to digital, consumers now demand seamless, consistent interactions across all channels. Retailers, in turn, have made customer experience a top strategic focus: in our survey of 300 U.S. retail leaders, 87% ranked it as a high or very high priority.
But there's a disconnect.
Despite recognizing its importance, 59% of retailers admit they are failing to deliver a fully unified omnichannel experience — one that aligns physical and digital touchpoints to support modern customer journeys. In today's environment, that shortfall comes at a cost.
Omnichannel execution: Falling behind in a fast-moving market
Since the pandemic, retail has become more competitive, especially online. Brands that offer frictionless transitions between channels — from mobile browsing to in-store pickup, or from online loyalty points to in-person discounts — are setting the standard. Anything less feels outdated.
A unified omnichannel experience typically includes:
- Consistent personalization and loyalty programs across online and in-store
- Real-time inventory visibility across all sales channels
- The ability to start a purchase on one channel and complete it on another without disruption
- Offer the same brand experience across all touchpoints
Without these elements in place, retailers risk breaking the customer journey — and breaking trust.
Midsize retailers: Stuck in the middle
Interestingly, the survey revealed that retailers with 21–50 stores perform the worst when it comes to delivering a unified experience. Why? They've scaled their physical operations and expanded their online presence but often haven't upgraded their systems to keep pace with the complexity of omnichannel retail.
