This document discusses the challenges brands face in implementing omnichannel strategies. It finds that uptake of omnichannel has been lackluster, with only 26% of brands having a full implementation in 2015. Mobile integration is also lagging, with less than half of brands completely integrating mobile with other channels like web and email. The three greatest barriers to omnichannel cited by brands are lack of resources and investment, lack of analytical and technical resources to make sense of data, and difficulty integrating data.

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The Omnichannel Opportunity
Jessica Smith | BI Intelligence

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Where we are today

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Multichannel focuses on the silo

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Omnichannel focuses on the consumer

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The omnichannel customer journey

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So everyone’s implementing omnichannel, right?

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Wrong.

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Omnichannel uptake has been lackluster
26%
29%
34%
11%
Brand Omnichannel Strategy Uptake
2015
No plans to implement an omnichannel strategy Plan to launch in 6-­12 months
Early implementation Full implementation
Source: Rakuten

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Mobile integration is lagging
53%
47%
33%
49% 46%
36% 38% 39% 38% 39%
8%
13% 16%
10% 10%
Web Email Brick-­and-­mortar Social Media E-­Commerce
Share Of Brands That Have Integrated Mobile With Other
Consumer-­Focused Channels
Completely integrated Partially integrated Not integrated
Less than
half
Source: Sitecore

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What’s the holdup?
?

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3 greatest barriers to omnichannel
64%
61%
52%
Lack of resources & investment Lack of analytical & technical
resources to make sense of data
Difficulty in integrating data
Share Of Companies That Identify With Each Challenge In
Implmenting Omnichannel Strategy

12. BI Intelligence
Mobile-First Marketing In An Omnichannel World
How brands drive customer interactions on connected devices