House of Fraser has been crowned the high street retailer with the best online strategy, according to a new report.
The department store, renowned for its huge lingerie offering, was benchmarked against 186 other high street retailers that also sell online in the 2017 Multichannel Retail Report.
The top 10 was revealed by industry trade publication Retail Gazette, which confirmed that House of Fraser finished in the top 10 ahead of Schuh, Argos, B&Q, Screwfix, Karen Millen, Marks & Spencer, Superdry, Coast and Warehouse.
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The list also identified the bottom 10, which offer less-than-optimal multichannel experiences for customers. This included Nespresso, Oak Furniture Land and Mulberry but did not include any retailers that stock lingerie.
Meanwhile, the most improved retailers for 2017 include F.Hinds, Dior, Mamas & Papas and Richer Sounds.
The list and rankings were compiled based on the core tenets of multichannel retailing, covering facets such as technology, customer experience and delivery, Retail Gazette reported.
The Multichannel Retail Report showed that 22% of retailers were still failing to offer a persistent cart – whereby customers can add items on one device while logged in and access it on another device later.
In terms of checkout, the report found that 44% of retailers lack transparency and do not show accepted payment types until the basket page, while only 11% of retailers offer login/registration with social media.
In addition, 19% of retailers still don’t offer next day delivery, even though more than half of consumers favour this method.