Haigo, a consulting agency specializing in customer experience, has published the first edition of its omnichannel barometer. This ranking assesses the ability of French retailers to meet consumers’ concrete expectations, across all their physical and digital touchpoints.
To produce this barometer, Haigo drew on ten years of retail expertise and analyzed 63 functionalities now considered essential: being able to consult store opening hours on public holidays, check product availability in real time, or receive personalized recommendations.
In all, 107 brands from 9 sectors (beauty, fashion, sports, luxury, optics, home, household appliances, DIY, footwear) were scrutinized.
Beauty Tops
In the cosmetics sector, the major retailers have demonstrated a solid mastery of omnichannel. Smooth customer paths, integrated services and efficient logistics are the order of the day. This is particularly true of Sephora, which takes first place in the ranking.
Behind them are Nocibé, Marionnaud, Yves Rocher, L’Occitane, Oh My Cream, Aroma-Zone, Rituals and Lush.
“Between perfectly oiled e-commerce and a well-established in-store experience, the beauty sector already ticks a lot of boxes. The major brands offer seamless shopping journeys, well-integrated services and impeccable logistics. Sephora takes the lead here. However, where omnichannel needs to be further strengthened is in customer support. In a world of vast choice, expertise and advice are crucial. And yet, digital technology is still struggling to offer the same close relationship with customers as in-store. The challenge now is to succeed …
