August 19, 2011, 4:59 PM

Best Buy is tops at linking stores and the web, survey says

The e-retailer has the highest degree of visibility among online, in-store, call center and mobile.

Allison Enright

Editor

Lead Photo

Best Buy Inc. earned the top score for delivering satisfactory cross-channel shopping experiences to consumers in an analysis of 25 retailers conducted by CrossView, a multichannel services provider.

The consumer electronics retailer, the largest in the world by revenue and No. 11 in Internet Retailer’s Top 500 Guide, earned 465 points out of a possible 575 in the analysis, giving it a grade of 81%. Sears took second place with 425 points and a grade of 74% and Target placed third with 400 points and a grade of 70%. Sears is No. 7 and Target is No. 22 in the Top 500 Guide.

The companies received strong scores in such areas as having same-day pickup of web orders in retail stores—less than a quarter of the retailers evaluated offered any form of in-store pick-up—and for making pending web order data available to customer service representatives at their call centers. Little more than a third of retailers, 36%, could provide agents with order data.

The top three retailers also got high marks for making individual store information, such as store events, available on mobile sites;36% of the evaluated retailers did this. Target lost cross-channel points by not having in-store signage promoting its other sales channels and for not using mobile phones’ built-in GPS for its store locator.

Across the 25 retailers evaluated using mystery shoppers, only 12% could access customers’ pending web orders in store and 40% ran promotions that were consistent between the web and retail store.

“The study shows that providing a satisfying cross-channel retail experience is still a daunting task both operationally and technologically,” notes Jason Goldberg, vice president, strategy & customer experience, CrossView. “We still have a long way to go before a true cross-channel platform is industry standard.”

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