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The omnichannel opportunity

Unlocking the power of the connected consumer

The omnichannel opportunity - Unlocking the power of the connected consumer


Deloitte was commissioned by eBay to investigate the impact of omnichannel retailing on key European retail markets. Omnichannel retailing refers to the integration of a range of different channels – from brick-and-mortar stores, to websites, to apps and social media – in order to provide a seamless shopping experience to consumers. The report combines econometric analysis, a consumer survey and interview with leading retailers across Europe in order to address three key questions: is there value for retailers in targeting omnichannel consumers? Are leading retailers benefiting from a strategy that combines store and non-store channels? What strategies are retailers using to make the most of the omnichannel opportunity?

Key findings

Selected key findings from the report:

  • A third of consumers had used two or more distinct channels during a recent purchase
  • Lucrative segments of the market such as frequent shoppers and those planning high-value purchases were more likely to have used different channels during a recent purchase
  • For leading retailers in the two markets studied (the UK dress market and the German domestic appliance market), over 95% of non-store sales are found to be incremental to their store sales
  • A broad presence across channels - through web searches, a presence on third-party sites and advertising - is found to increase both store and non-store sales
  • Retailers are adopting a variety of strategies to address these changes in consumer behaviour, from in-store technology to click & collect, and acknowledge that embracing omnichannel retailing will require changes throughout the organisation.


Download The omnichannel opportunity - Unlocking the power of the connected consumer (PDF)

Key contacts

Chris Williams Chris Williams
Partner, Corporate Finance
Economic Consulting
+44 (0)207 007 1750
Ana Aguilar Ana Aguilar
Economic Consulting
+44 (0)20 7007 7739


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