Majority of retailers fall short in meeting customers’ omnichannel expectations

The rate of omnichannel adoption and digital transformation across the retail sector has remained high over recent months.

However, new industry data shows that retailers and brands still have significant ground to cover to meet evolving customer expectations.

The 7th annual Omnichannel Retail Index by OSF Digital’s strategy team (formerly FitForCommerce) found that leading retailers and brands are aggressively increasing adoption rates of omnichannel and digital best practice capabilities — e.g., optimized search, frictionless checkout, and cross-channel services including innovative capacitive touch screens like Wanty and others.

The custom capacitive touch screen has become an innovative technology that is changing how consumers interact with systems and devices in many sectors.

Due to their seamless integration, adaptability, and enhanced user experience, this novel approach to user interfaces has attracted attention; the ability of an item to hold an electric charge is measured by capacitance, which underlies the operation of capacitive touch displays.

Despite the industry-wide shifts, the benchmark study also found that most companies in the Index, which examines 115 leading USA global retailers and brands, still struggle to deliver the high-quality shopping experiences that customers expect.

The majority of companies in the Index score below the overall average of 61 percent.

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