Though it hasn’t been widely known, New York & Company seems to be among the leaders of the pack when it comes to omnichannel services.
The women’s retailer ranked third place in Total Retail’s Top 100 Omnichannel Retailers report.
Since 2010, New York & Company has addressed the need for a more convenient shopping experience by expanding its omnichannel capabilities. These initiatives led to consistent growth of online sales to 25 percent of fiscal 2016 sales, up from an estimated seven percent six years ago.
“Our customers are incredibly tech-savvy,” New York & Company COO and president John Worthington said. “They expect a seamless transition between mobile, desktop, and in-store shopping and we want to ensure they are receiving the best experience possible. Innovation is our top priority.”
Revamping the in-store experience was also part of the retailers’ omnichannel plans. New York & Company is currently testing in-store kiosks that will enable consumers who can’t find their size to search its entire assortment, order online or pick up from nearby locations.
“Implementing omnichannel capabilities and a seamless customer experience has been a big focus for us over the past several years and it has paid off in customer growth, improved customer satisfaction, and increased loyalty,” New York & Company CEO Greg Scott said. “I am proud of our accomplishments.”
As a favorite destination for Gen Z consumers, Urban Outfitters also received a top spot for its omnichannel efforts. The Philadelphia-based retailer, along with DSW, UGG and Zumiez, tied for first place in the report. Retailers were awarded points for each omnichannel category, with 100 points as the maximum score.
Urban Outfitters was recognized for its exceptional omnichannel offerings across seven criteria—buy online, pick up in store, search in-store products online, shared cart, return products across channels, three or more channels available for customer service, pricing consistency across channels and loyalty points earned/redeemed across channels. Urban Outfitters communicates with consumers through multiple channels, including its e-commerce site, social media, mobile app and 240 U.S. stores. Over the past few years, Urban Outfitters has invested in many omnichannel efforts, including buy online, pick-up in-store, to provide consumers with a seamless shopping experience.
“In order to drive additional direct and omnichannel sales, we will continue to make investments in technology, marketing and new infrastructure,” Urban Outfitters CEO Richard Hayne said in a fourth quarter earnings call. “We’re improving our functionality around checkout, payments, search, inventory visibility and speed on all of our brands’ web platforms.”
The retailer also boosted its product assortment beyond the apparel category to include beauty, homeware and vintage staples. Tapping into the Gen Z consumer mindset, Urban Outfitters leaves this demographic with a memorable store trip, while providing opportunities to communicate across multiple channels.