Online retail is seeing the most investment. Credit: Cagkan Sayin via Shutterstock.

Commerce platform NewStore has announced the results of its 2024 Omnichannel Leadership Report, which assesses the capabilities of 696 retailers across 10 countries.

Score percentages were determined by three categories: online, mobile and in-store.

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Which retailers are omnichannel leaders?

NewStore identified the following brands as its 2024 omnichannel leaders: Scheels (US), Nordstrom (US), Massimo Dutti (ES) [Spain], Golf Galaxy (US) and Foot Locker (US).

US brands are at the forefront of overall omnichannel adoption, which when done successfully provides consumers with a smooth and integrated shopping experience.

For online retail, Australia took the top spot, with retailers from the region offering 55% of the assessed capabilities.

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Mobile experiences are lacking, however, as only 32% of brands worldwide offer a dedicated native shopping app. Beyond that, when a retailer has an app, it tends to lack the basic features consumers demand.

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Brands worldwide are also falling behind when it comes to modernising in-store experiences. North America took the top spot, but US and Canadian retailers only offered 21% of the assessed capabilities. One strategy to improve this is investing in RFID [radio frequency identification] technology.

The average overall score for the retailers assessed was just 43 out of 100, indicating considerable gaps in online, mobile and in-store capabilities.

NewStore vice president of product and consumer marketing Levi Baade explained: “In today’s commerce landscape, omnichannel is paramount. With over 50% of customers engaging across three to five channels per journey, a unified approach is essential. Composable commerce is the key.”