2020 TOP 100 OMNICHANNEL RETAILERS - A RANKING OF RETAILERS' OMNICHANNEL PROGRAMS OFFERED AND THE EXECUTION OF THOSE PROGRAMS - Orckestra
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2020 TOP 100 OMNICHANNEL RETAILERS A RANKING OF RETAILERS’ OMNICHANNEL PROGRAMS OFFERED AND THE EXECUTION OF THOSE PROGRAMS powered by
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EDITOR’S NOTE
In its fourth annual ranking of 100 leading retailers and brands based on their omnichannel
capabilities — i.e., programs offered and the execution of those programs — Total Retail, in
conjunction with Orckestra, an omnichannel commerce platform provider that unifies retailers’
e-commerce software, mobile commerce, and retail stores, reveals the industry leaders at the
forefront of delivering frictionless cross-channel shopping experiences.
With the impact that the COVID-19 pandemic has had on retailers’ businesses, including the
temporary closure of physical storefronts in many cases, having a sound omnichannel strategy
that can serve customers in multiple different ways, often in the same purchase journey, has
become more critical than ever. This is a trend that we’ve seen building for some time now,
but it has really taken off in 2020. And retailers would be wise to plan for continued consumer
adoption of omnichannel programs and services post-pandemic.
As part of the 2020 evaluation, we visited each retailer’s website as well as one of its brick-and-
mortar stores, judging the companies on the following seven omnichannel criteria: the ability
for customers to buy online, pick up in-store and/or curbside; the ability to search for in-store
products on a brand’s digital properties (desktop site, mobile site, mobile app), including stock
availability data; shared cart across channels for logged-in shoppers (e.g., mobile to desktop);
the ability for loyalty points to be earned and redeemed across channels; cross-channel product
returns (e.g., return online purchases in-store, i.e., BORIS); ship from store/endless aisle; and
pricing consistency across channels.
The evaluations were conducted in July and August. A full breakdown of the scoring can be
found in the Methodology section at the end of the report.
While this year saw no company earn all of the total points available, there were six — Bass
Pro Shops, Big Lots, Bloomingdale’s, DSW, J.C. Penney, and Zumiez — that tied for the No. 1
position, each earning 9.5 of the 10 total points available. Bloomingdale’s and J.C. Penney tied
for the top spot for the second consecutive year. DSW improved from last year’s second place
ranking, Zumiez jumped to the No. 1 spot after tying for fifth in last year’s evaluation, while Bass
Pro Shops improved from a seventh place finish in 2019, and Big Lots moved from eighth to first
year-over-year (YoY).
The companies that made the biggest YoY improvements in the rankings included Carter’s,
which saw its ranking improve by 10 spots; Chico’s (nine spots); PetSmart (eight spots); and Big
Lots and Walmart (both up seven spots). Conversely, the retailers that saw the biggest declines
in their YoY rankings were Steve Madden (six spots) and Stein Mart (five spots).
When analyzing the scores by product category, the top performers were Sporting Goods, with
an average score of 7.75 for the brands within the category, followed by Department Stores
(7.55 average score) and Home Improvement (7.5 average score). At the bottom of the category
rankings was Footwear, with an average score of 6.81 for the brands within that group.
3
In addition to ranking individual retailer’s omnichannel performances, this year’s report identified
some industry trends, including the following:
n Nearly 80 percent (78 percent) of loyalty program members can earn and redeem points/
rewards across multiple transaction channels for the retailers evaluated in the 2020 report,
up from 73 percent last year. A flexible loyalty program is a key perk of membership, one
that can help generate the type of repeat purchase activity that’s increasingly rare in today’s
ubercompetitive retail landscape.
n The continued adoption of buy online, pick up in-store (BOPIS) programs as well as the
introduction of curbside pickup programs. Eighty percent of the retailers evaluated offer at
least some form of BOPIS and curbside pickup, up from 68 percent last year. This number
figures only to rise as consumers remain reluctant to spend long periods of time in brick-and-
mortar stores, opting in favor for contactless curbside pickup and designated pickup counters
in-store.
n An increased focus by retailers to enable cross-channel product returns, a critical function
given the increased online shopping we’ve seen during the pandemic. An overwhelming 97
percent of the retailers evaluated offered at least some form of cross-channel returns, whether
it be the ability to return an online purchase in-store, or ship back an in-store purchase. This is
an improvement from 2019, when 93 percent of retailers offered some level of cross-channel
product returns.
This report is a resource for retailers and brands to measure themselves against their
competitors as well as the leading organizations in the industry. It should also serve as a
prompt to conduct a self-audit of your company’s omnichannel capabilities, identifying areas
of strength — which can be leveraged as differentiators — as well as areas of weakness. As
consumer behaviors continue to shift and purchase journeys cross multiple channels, it’s the
retailers that have a strong omnichannel infrastructure in place, including technology systems
and solutions, that stand to prosper.
Joe Keenan
4
Top 100 Omnichannel Retailers
Rank Retailer Buy online, Search in-store Shared cart Loyalty points Return products Ship from store/ Pricing Total
pick up in-store; products online earned/ redeemed across channels endless aisle consistency score
Curbside pickup across channels across channels
1 Bloomingdale’s 1.5 1 1 1 1 1 3 9.5
1 J.C. Penney 1.5 1 1 1 1 1 3 9.5
1 DSW 1.5 1 1 1 1 1 3 9.5
1 Zumiez 1.5 1 1 1 1 1 3 9.5
1 Bass Pro Shops 2 0.5 1 1 1 1 3 9.5
1 Big Lots 1.75 0.75 1 1 1 1 3 9.5
2 Macy’s 1.5 1 1 1 0.75 1 3 9.25
3 Lids 1 1 1 1 1 1 3 9
3 Champs Sports 1 1 1 1 1 1 3 9
3 Men’s Wearhouse 1 1 1 1 1 1 3 9
3 Apple 1 1 1 1 1 1 3 9
3 Staples 1.5 1 1 1 0.5 1 3 9
3 Abercrombie & Fitch 1.5 1 1 1 0.5 1 3 9
3 Talbots 1.5 0.5 1 1 1 1 3 9
3 Office Depot 1 1 1 1 1 1 3 9
3 AutoZone 1.5 1 1 1 0.5 1 3 9
3 Best Buy 1.5 0.5 1 1 1 1 3 9
3 Crate and Barrel 2 0.5 1 1 0.5 1 3 9
4 Ann Taylor 1.5 1 1 0.25 1 1 3 8.75
4 J.Crew 0.75 1 1 1 1 1 3 8.75
4 Nordstrom 1 1 1 1 1 0.75 3 8.75
4 Ulta Beauty 1.5 1 1 1 0.5 0.75 3 8.75
5 Belk 0.75 0.75 1 1 1 1 3 8.5
5 Lane Bryant 1 0.5 1 1 1 1 3 8.5
5 Ugg 1 0.5 1 1 1 1 3 8.5
5 The Vitamin Shoppe 1 0.5 1 1 1 1 3 8.5
5 Aldo 1 1 1 1 0.5 1 3 8.5
5 The Home Depot 1.25 1 1 0.25 1 1 3 8.5
5 The Container Store 1 0.5 1 1 1 1 3 8.5
5 Chico’s FAS 1.5 0.5 1 1 0.5 1 3 8.5
5 Carter’s 1.5 0.5 1 1 0.5 1 3 8.5
5 Advance Auto Parts 1.5 0.5 1 1 0.5 1 3 8.5
5 Williams-Sonoma 1.75 0.5 1 1 0.5 0.75 3 8.5
5 Jos. A. Bank 2 0.5 1 1 1 1 2 8.5
5
Top 100 Omnichannel Retailers (continued)
Rank Retailer Buy online, Search in-store Shared cart Loyalty points Return products Ship from store/ Pricing Total
pick up in-store; products online earned/redeemed across channels endless aisle consistency score
Curbside pickup across channels across channels
6 Sur La Table 0.25 1 1 1 1 1 3 8.25
6 Tractor Supply Co. 1.5 0.25 1 0.75 1 0.75 3 8.25
6 Urban Outfitters 1.5 0.5 1 1 0.5 0.75 3 8.25
7 Guess 0.75 0.5 1 1 1 0.75 3 8
7 Vineyard Vines 1 1 1 0 1 1 3 8
7 Adidas 1 0.5 1 1 0.5 1 3 8
7 Michael Kors 0.5 0.5 1 1 1 1 3 8
7 Kohl’s 1 0.5 1 1 0.5 1 3 8
7 Lord & Taylor 0.5 0.5 1 1 1 1 3 8
7 Bed Bath & Beyond 1 1 1 0 1 1 3 8
7 Coach 1.5 0.5 1 0 1 1 3 8
7 L.L.Bean 1.25 0.5 1 0.25 1 1 3 8
7 Barnes & Noble 1 0.5 1 1 0.5 1 3 8
7 Walmart 1.25 1 1 0.25 0.5 1 3 8
7 Neiman Marcus 1.5 0.75 1 0.25 0.5 1 3 8
7 Michaels 1.75 0.75 1 1 0.5 1 2 8
8 Zara 1 1 1 0 0.75 1 3 7.75
8 Foot Locker 0.75 0.5 1 1 0.5 1 3 7.75
8 Express 0.75 0.5 1 1 1 0.5 3 7.75
8 H&M 0 0.75 1 1 1 1 3 7.75
8 francesca’s 1 0.5 1 1 0.5 0.75 3 7.75
8 Lowe’s 1.25 1 1 0 0.5 1 3 7.75
8 Target 1.5 1 1 0.25 1 1 2 7.75
8 lululemon athletica 1.5 0.5 1 0 1 0.75 3 7.75
8 PetSmart 1 0.5 1 1 0.5 0.75 3 7.75
8 Cabela’s 2 0.25 0 1 0.5 1 3 7.75
8 UNTUCKit 1.25 0.5 1 0 1 1 3 7.75
9 The Children’s Place 0.5 0.5 1 1 0.5 1 3 7.5
9 The Finish Line 0.5 0.5 1 1 0.5 1 3 7.5
10 Build-A-Bear Workshop 0 0.25 1 1 1 1 3 7.25
10 Forever 21 1 0.5 1 0.25 0.5 1 3 7.25
10 Dick’s Sporting Goods 0.75 0.5 1 1 0.5 0.5 3 7.25
11 Eddie Bauer 0 0 1 1 1 1 3 7
6
Top 100 Omnichannel Retailers (continued)
Rank Retailer Buy online, Search in-store Shared cart Loyalty points Return products Ship from store/ Pricing Total
pick up in-store; products online earned/redeemed across channels endless aisle consistency score
Curbside pickup across channels across channels
11 GNC 0 0.5 1 1 0.5 1 3 7
11 Sephora 0 0.5 1 1 0.5 1 3 7
11 Yankee Candle 0 0 1 1 1 1 3 7
11 Aeropostale 1 0.5 1 0 0.5 1 3 7
11 LL Flooring 1 0.5 1 0.25 0.5 0.75 3 7
11 GameStop 1 0.5 1 1 0.25 0.25 3 7
11 Tiffany & Co. 0.75 0.25 1 0 1 1 3 7
11 Bluemercury 0.5 0 1 1 0.5 1 3 7
11 Lands’ End 1 0.5 1 0 0.5 1 3 7
11 Lilly Pulitzer 1.25 0.5 1 0 0.5 0.75 3 7
11 Gap 0.75 0.5 1 0.25 0.5 1 3 7
12 American Eagle Outfitters 1 0.5 1 1 0.5 0.75 2 6.75
13 Kate Spade & Co. 0.75 0.5 1 0 0.5 0.75 3 6.5
13 PacSun 0 0 1 1 0.5 1 3 6.5
13 Tommy Hilfiger 0 0 1 1 1 0.5 3 6.5
13 Burberry 1 0.5 1 0 0 1 3 6.5
13 New Balance 0 0.5 1 1 0 1 3 6.5
13 Fossil 1 0.5 1 0 0.5 0.5 3 6.5
13 Vera Bradley 1 0 1 0 0.5 1 3 6.5
14 J.Jill 0 0 1 0.25 1 1 3 6.25
15 Bath & Body Works 0.5 0 1 1 0.5 1 2 6
15 Steve Madden 0 0 1 1 1 1 2 6
15 RH 0 0 1 1 0 1 3 6
15 Shinola 0 0 1 0 1 1 3 6
15 Ralph Lauren 0.5 0.5 1 0 0.5 0.5 3 6
16 Columbia Sportswear 0 0 1 1 0.5 0.25 3 5.75
17 Journeys 0 0.5 0 0 1 1 3 5.5
17 Skechers USA 0 0 0 1 0.5 1 3 5.5
17 T-Mobile 0 0 1 0 0.5 1 3 5.5
17 Victoria’s Secret 0 0 1 0.25 0.5 0.75 3 5.5
17 Under Armour 0.25 0 1 0 0.5 0.75 3 5.5
18 Stein Mart 0 0 1 0 0.5 0.75 3 5.25
18 Tommy Bahama 0 0 1 0 0.5 0.75 3 5.25
7
BASS PRO SHOPS Sporting Goods
Bass Pro Shops is part of the six-way tie for RANK COMPANY TOTAL SCORE
first place in this year’s rankings of the Top 1 Champs Sports 9
100 Omnichannel Retailers. The company, 2 Bass Pro Shops 8.5
founded in 1972 by Johnny Morris on eight- 3 Cabela's 6.75
square-feet of space in the back of his 3 Dick's Sporting Goods 6.75
father’s liquor store in Springfield, Missouri,
is now a leading national retailer of outdoor the executive leadership team responsible
gear and apparel, with 200 retail and marine for articulating and executing a compelling
center locations across North America. Bass omnichannel customer experience,”
Pro Shops expanded its footprint in 2017 according to a statement from the company.
when it purchased competitor Cabela’s in a
multibillion-dollar deal. “His team developed and executed … core
processes to engage customers throughout
In our ranking, Bass Pro Shops received the their omnichannel home improvement
top possible score across six of the seven journey by investing in and deploying
criteria: buy online, pick up in-store and new marketing, assortment, content, data
curbside pickup; shared cart; loyalty points management, search, site speed and
able to be earned and redeemed across engagement tools, which substantially
channels; return products across channels; improved traffic, conversion and overall
ship from store/endless aisle; and pricing satisfaction,” according to a Bass Pro Shops
consistency across channels. press release.
What’s the secret to Bass Pro Shops’ When McDermott joined Bass Pro Shops,
omnichannel success? A key reason may he was tasked with integrating Bass Pro
be the hiring of Michael P. McDermott as Shops and Cabela’s omnichannel technology
president of omnichannel retail in 2019. Prior systems and solutions, and accelerating the
to this position, McDermott was executive outdoor retailer’s seamless cross-channel
vice president and chief customer officer customer experience. According to our
at Lowe’s, where he was a “key member of rankings, he’s off to a solid start.
8
BIG LOTS
Big Lots has made significant strides in its omnichannel
offerings in the past 12 months, jumping from eighth place
Shared Cart
in last year’s list to a six-way tie atop the 2020 rankings. The YEAR YES NO
discount retailer doubled down on e-commerce and digital 2017 83 17
offerings to improve the customer journey across online 2018 78 22
and physical retail. Its ascent to the No. 1 spot on the 2020 2019 92 8
Top 100 Omnichannel Retailers Report can be attributed
2020 97 3
to increased points in the buy online, pick up in-store and
cross-channel returns categories.
Creating a seamless omnichannel customer experience is
one of the most critical factors to retailers’ success today, so
Big Lots’ focus on these initiatives is a no-brainer.
“We want to give customers the ability to shop how, when
and where they want,” says Erica Fortune, vice president
of e-commerce at Big Lots. To keep pace with customers’
evolving expectations, the discount retailer “built a
comprehensive omnichannel approach that prioritizes speed,
focus and customer service,” explains Fortune. Implementing
these initiatives with a mobile-first focus was essential to
9
providing Big Lots customers with a consistent and cohesive shopping experience, regardless of
the channel. “For example, we integrated web and in-store capabilities to allow for easy returns,
pricing consistency and order visibility across channels,” Fortune notes.
It’s no secret that the COVID-19 pandemic has resulted in many consumers changing the way
they shop, testing the digital capabilities of all retailers. At the start of the health crisis in March,
Big Lots introduced curbside pickup at all 1,400 of its retail stores, expanded its e-commerce
presence, and partnered with Instacart to roll out same-day delivery. Fortune says this quick rollout
of new omnichannel solutions was enabled by the discount retailer’s continuous investments in
technology. “Technology has helped us seamlessly transition traditional in-store shoppers to online
shoppers.”
Looking ahead, Big Lots is committed to enhancing its omnichannel offerings and is exploring new
solutions such as personalized content and experiences, says Fortune. “Internally and externally,
we’re focused on building out our infrastructure across omnichannel touchpoints, including web,
in-store, logistics, and customer care.”
BOPIS, Curbside Pickup
YEAR YES YES, WITH EXCEPTIONS NO
2017 25 12 63
2018 19 33 48
2019 23 40 37
2020 4 76 20
Loyalty Points
YEAR YES YES, WITH EXCEPTIONS NO
2017 42 58
2018 52 22 26
2019 57 16 27
2020 66 12 22
Cross-Channel Returns
YEAR YES YES, WITH EXCEPTIONS NO
2017 72 13 15
2018 16 62 22
2019 37 56 7
2020 46 51 3
10BLOOMINGDALE’S
Being at the top of this
list is familiar territory for
Bloomingdale’s, the upscale
department store chain owned
by Macy’s Inc. Bloomingdale’s
also finished in a first-place tie for
the 2019 Top 100 Omnichannel
Retailers rankings. The retailer’s
top ranking was made possible
by earning the total score
possible in six of the seven criteria
categories. The only category
in which Bloomingdale’s didn’t
receive the total number of points
available was in the buy online, pickup in- Department Stores
store/curbside pickup part of the evaluation. RANK COMPANY TOTAL SCORE
It currently offers curbside pickup service at 1 Bloomingdale's 9
select stores, not all Bloomingdale’s locations.
1 J.C. Penney 9
Bloomingdale’s has made it convenient 2 Macy's 8.75
and easy for consumers to shop with it 3 Belk 8.5
across multiple channels. For example, the 4 Nordstrom 8.25
department store chain offers programs such 5 Kohl's 7.75
as in-store shopping services (e.g., stylists, 6 Lord & Taylor 7.25
beauty services, personal shoppers, tailoring 7 Neiman Marcus 7
and alterations, wedding registries, etc.);
8 Stein Mart 5.25
the ability to book an appointment online to
9 Dollar Tree 4.75
meet with a Bloomingdale’s associate in-
store for a personalized shopping experience;
contact-free curbside pickup of online orders
(which has become increasingly popular with
consumers and retailers during the COVID-19
pandemic), and often the same day; and buy
online, pick up in-store (BOPIS).
Beauty and Cosmetics
RANK COMPANY TOTAL SCORE
In addition, Bloomingdale’s recently
1 Ulta 8.25
partnered with DoorDash to offer on-
2 Sephora 7
demand, same-day delivery service across
3 Bluemercury 6.5
its stores nationwide — 34 namesake stores
and 19 Bloomingdale’s The Outlet locations.
The service is powered exclusively through
Drive – DoorDash’s white-label fulfillment
platform that powers direct delivery for
businesses. With no minimum order required
or time slot and queues, shopping from the
comfort of home has never been easier for
Bloomingdale’s customers. The service is
available via Bloomingdales.com.
11“We are focused on laying the groundwork n Accelerate Digital Growth: Enhance the
for 2021 and beyond,” said Jeff Gennette, digital experience across Bloomingdale’s
chairman and CEO of Macy’s Inc., in a recent digital properties, grow the omnichannel
company press release. “We plan to invest in customer base, and improve profitability.
fashion, digital and omnichannel, work with
agility, and galvanize the resources of the n Optimize the Store Portfolio: Continue
company to serve our customers and move the growth treatment for stores in the best
the Macy’s, Inc. business forward.” malls, expand off-mall profitably, and test
and prove a retail ecosystem model with a
Core to Bloomingdale’s future growth mix of Bloomingdale’s store formats within
prospects is improving upon its existing a geographic market.
omnichannel infrastructure as well as
envisioning new ways that it can better n Reset Cost Base: Right-size the
serve its customers’ needs. To that end, organization and expense base, improve
Bloomingdale’s parent company unveiled a working capital, and balance top-line and
three-year plan, which it’s calling its Polaris bottom-line growth.
strategy, designed to stabilize profitability For Bloomingdale’s to beat the odds
and position the company for growth.
and grow profitably in the challenged
The plan focuses on five key areas of
department store sector, it must provide
Bloomingdale’s business:
a seamless customer experience in all
n Strengthen Customer Relationships: channels. That starts with not only offering
Build customer lifetime value, expand omnichannel programs, but also having
Star Rewards loyalty program with the the technology systems and solutions to
launch of Loyalty 3.0, and accelerate make those programs run efficiently and
personalization and monetization. effectively. According to our analysis,
Bloomingdale’s is off to a strong start.
n Curate Quality Fashion: Drive disciplined
merchandise category roles, be the best
destination for the best brands, and
balance sales and margin.
12DSW
Tied for first place in the
2020 ranking of the Top 100
Omnichannel Retailers is DSW. The
footwear and accessories designer,
producer and retailer scored highly
across all seven criteria categories,
including curbside pickup, loyalty
points and BOPIS.
One area DSW has always prided
itself in is its customer loyalty
program. In 2019, The Shoe
Company, a Canadian retailer
under the DSW umbrella, launched Getty Images, Bruce Bennett
Shoe VIP, an innovative points-
based loyalty program. Shoe VIP was built by
using customer research as its foundation since Footwear
over 13,000 existing customers were surveyed
RANK COMPANY TOTAL SCORE
on their loyalty program preferences and
1 DSW 9
shopping habits.
2 Aldo 8.5
“Shoe VIP is shaped by our members,” said 2 Ugg 8.5
Lauren Reimer, former chief operating officer, 3 Adidas 8
Designer Brands Canada, in a company press 4 Foot Locker 7.75
release. “They told us directly what they like,
5 The Finish Line 7.5
want and need — and we listened. We know
6 New Balance 6.5
our members want better rewards, more
7 Steve Madden 6
personalization, value and fun in their purchase
experience.” 8 Journeys 5.5
8 Skechers USA 5.5
The program includes a $10 welcome reward for
new members when joining as VIP Insiders, and
upon unlocking VIP Influencer status, surprise bonus points are awarded with every purchase, up
to 2,000 per purchase transaction, in addition to the base points earned for every dollar spent, and
free shipping on every order.
In 2019, DSW stepped out of its comfort zone and expanded its partnership with W Nail Bar to add
nail salons to some DSW stores, offering another reason for consumers to visit its brick-and-mortar
stores. “We’ve been encouraged by the reaction we’ve received to our nail bar test at our two
warehouses in Columbus, and we’re excited to expand to two more markets to gather additional
learnings,” said Bill Jordan, president of DSW, in a press release. “The nail bar services engage
customers and create loyalty by inspiring self-expression. They also create repeat visits to the DSW
brand, where an exciting footwear assortment awaits.”
13J.C. PENNEY
For the second consecutive year, J.C. Penney
finds itself atop the rankings of the Top 100
Furniture and Home Decor
Omnichannel Retailers. The department store RANK COMPANY TOTAL SCORE
chain earned the top possible score in six of the 1 Sur La Table 8.25
seven criteria categories evaluated for, with its 2 The Container Store 8
only blemish coming in the buy online, pick up 2 Crate and Barrel 8
in-store and curbside pickup category. To date,
3 Bed Bath & Beyond 7.5
J.C. Penney only offers BOPIS and curbside
3 Williams-Sonoma 7.5
pickup services at select stores, not its entire
4 Yankee Candle 7
fleet. However, that shouldn’t diminish the solid
work that J.C. Penney has done in integrating its 5 RH 6
online and offline channels, frequently through
its mobile app, to give its customers a consistent,
frictionless shopping experience across channels.
As a legacy brick-and-mortar retailer that recognized the need to evolve its business in order
to survive in a competitive and rapidly shifting retail environment, J.C. Penney has invested in
technology to better serve today’s omnichannel shoppers. Specifically, J.C. Penney sought out
ways to improve upon the digital interactions that consumers were having with its brand, including
within its very own stores.
14“J.C. Penney is committed to keeping our
customers at the heart of all we do, which
Apparel and Accessories
requires providing a seamless journey across RANK COMPANY TOTAL SCORE
all digital platforms,” says Jim DePaul, 1 Lids 9
executive vice president, stores, J.C. Penney. 1 Men's Wearhouse 9
“We’ve listened to our customers and 2 Abercrombie & Fitch 8.5
continued to invest in smart technology to 2 Lane Bryant 8.5
make significant improvements within our 2 Talbots 8.5
app, such as our touchless checkout mobile 3 Ann Taylor 8.25
wallet option; our “no call needed” Style on
3 J.Crew 8.25
the Go! contact-free curbside pickup; and
4 Carter's 8
our flagship store, jcp.com, to provide an
4 Chico’s FAS 8
elevated, fully digital experience that keeps
4 Guess 8
the focus on our compelling merchandise.
4 Michael Kors 8
“We were the first fashion retailer to offer 4 Vineyard Vines 8
curbside pickup, launching “Style on the 4 Zumiez 8
go!” at our brand-defining store in Hurst, 5 Express 7.75
Texas on Nov. 1, 2019, and our internal teams 5 francesca’s 7.75
consistently work closely together to align on 5 H&M 7.75
the complexities these convenient services 5 Urban Outfitters 7.75
entail, which have resonated very positively 5 Zara 7.75
with our customers,” DePaul adds. “J.C.
6 Coach 7.5
Penney shoppers expect and deserve an
6 L.L.Bean 7.5
easy, fast shopping experience, and we are
6 The Children's Place 7.5
delighted to provide it.”
7 Forever 21 7.25
With a reduced store footprint — J.C. Penney 7 lululemon athletica 7.25
announced earlier this year that it will closing 8 Aeropostale 7
upwards of 150 locations — it’s interesting 8 Eddie Bauer 7
to note that the retailer refers to its flagship 9 Jos. A Bank 6.75
store as its e-commerce site, jcp.com, and 9 UNTUCKit 6.75
not a physical brick-and-mortar location. 10 Burberry 6.5
Reimaging the physical store and its role in 10 Gap 6.5
the customer purchase journey is integral to
10 Kate Spade & Co. 6.5
J.C. Penney’s future plans.
10 Lands' End 6.5
“We continue to make shopping at our stores 10 Lilly Pulitzer 6.5
even more convenient as we adapt to our 10 PacSun 6.5
customers’ needs so they can shop when, 10 Tommy Hilfiger 6.5
where, and how they want,” says DePaul. 11 American Eagle Outfitters 6.25
11 J.Jill 6.25
12 Fossil 6
12 Shinola 6
13 Columbia Sportswear 5.75
14 Ralph Lauren 5.5
14 Under Armour 5.5
14 Vera Bradley 5.5
14 Victoria's Secret 5.5
15 Tommy Bahama 5.25
15ZUMIEZ Home Improvement
Zumiez, a specialty retailer of apparel, RANK COMPANY TOTAL SCORE
footwear, accessories and hardgoods for 1 The Home Depot 8
young men and women, finished tied for 2 Tractor Supply Co. 7.75
first place in the 2020 Top 100 Omnichannel
3 Lowe's 7.25
Retailers ranking.
4 LL Flooring 7
Zumiez is another brand that excels
at customer loyalty, generating long-
term customer relationships through a omnichannel fulfillment option has helped to
combination of product, content, experiences keep its customers and employees safe, while
and services. Its loyalty program, The still giving them access to the retailer across
Stash, allows customers to earn points for digital and physical channels. “Our teams
exclusive merchandise and experiences for did a remarkable job serving our customers
shopping and engaging with the brand. and delivering these second-quarter results
The Stash can help customers earn one-of- during the most challenging operating
a-kind rewards from their favorite athletes, environment in the company’s history,” Rick
artists, and musicians, as well as limited- Brooks, chief executive officer of Zumiez Inc.,
edition merchandise, and once-in-a-lifetime said in a press release. “As an organization,
experiences with brands and ambassadors. we successfully executed a quick and safe
reopening of the majority of our stores in
To help make shopping with the brand the quarter, while continuing to lean heavily
as convenient and safe as possible for on our omni[channel] platforms to fulfill
customers, Zumiez launched curbside strong demand for our distinct merchandise
pickup during the COVID-19 pandemic. The offering.”
16METHODOLOGY
All of the research was compiled in the third quarter • 0.75 points: can be earned across both
of 2020. The scoring breakdown is as follows: channels but only redeemed in one, or can
be redeemed across both channels but only
Buy online, pick up in-store; Curbside pickup earned in one
• 1 point: can buy online, pick up in-store and has • 0.5 points: can only be earned and redeemed
ship-to-store (at all company stores) in one channel
• 0.75 points: available for most items at most • 0.25 points: only credit card rewards program
stores, but doesn’t necessarily ship to store • 0 points: no loyalty program
• 0.5 points: only in-stock items (no ship-to-store)
• v 0.25 points: only certain items when in stock Return products across channels
(doesn’t allow for some items that may also be • 1 point: any item can be returned via mail or
in stock, and not at all store locations) instore regardless of purchase source
• 0 points: cannot buy online, pick up in-store • 0.5 point: online items can go back
• 1 point: can buy online and pick up curbside, all via mail or in-store, in-store purchases
products and all stores must be returned instore
• .75 points: can buy online and pick up curbside • 0 points: all items must be returned in the
at all stores, but not all products available channel in which they were purchased
• .5 points: can buy online and pick up curbside,
Ship from store/endless aisle
all products but not at all stores
• 1 point: Customers can order products from
• .25 points: can buy online and pick up
kiosks in-store or a store associate will help them
curbside, not all products and not at all stores
place an online order if the product isn’t available
• 0 points: cannot buy online, pick up curbside
in-store. All products are available for order.
Search in-store products online • 0.75 points: Customers can order products
• 1 point: can search/filter by store stock by from kiosks in-store or a store associate will
product category and item help them place an online order if the product
• 0.75 points: some product categories can be isn’t available in-store. Select products are
searched, others can be searched only by item available for order.
• 0.5 points: can search by store stock by item, • 0.5 points: Customers are given one option to
not by category order online products in-store (store associate
• 0.25 point: can search by store stock by item or kiosk). All products are available for order.
only for certain items • 0.25 points: Customers are given one option to
• 0 points: cannot search for in-store order online products in-store (store associate or
products online kiosk). Select products are available for order.
• 0 points: Endless aisle capability is not
Shared cart made available.
• 1 point: fully functional shared cart between
desktop and mobile Consistent pricing across all channels
• 0.5 points: glitches/has errors, but • 3 points: prices for all three items checked
works eventually matches in-store and online
• 0 points: mutually exclusive cart or errors • 2 points: prices for two of the three items
without resolution checked matches in-store and online
• 1 point: prices for one of the three items
Loyalty points earned and redeemed across channels checked matches in-store and online
• 1 point: can be earned and redeemed both • 0 points: none of the prices for the three items
instore and online checked match in-store and online
17Total Retail is the go-to source for retail executives looking for
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