The Omnichannel Glass is Definitely Half Full in Germany | Austria
Thursday, April 18, 2019

The Omnichannel Glass is Definitely Half Full in Germany | Austria

Germany is known for a lot of things. I mean, just think of schnitzel or the greatly-loved beer. But when it comes to omnichannel, are retailers in Germany and Austria keeping up with the rest of the world? The OrderDynamics Omni-2000 research looked at over 2000 global retail websites to discover the shopper’s view of retail omni-channel offerings. This global report gives us an overall understanding of the state of omnichannel capabilities around the world. Now this country report gives us a view of how retail companies and nations are doing in modern retail. One in eight online purchases in Germany is sent back to the online retailer

Omni-2000: Germany | Austria Report

In Germany and Austria, a total of 200 retailers are examined. Furthermore, the research looks at forty data points for each retailer. This amounts to 8,000 data points for Germany | Austria. The research shows that Germany and Austria are among the leading regions for omnichannel practices.

Is Omni-channel in Germany / Austria – a Glass Half Full?

From the Omni-2000 research, Germans | Austrians have a glass half full mentality toward omnichannel capabilities. And yes, we are back to those world-famous beers. Close to half of the retailers surveyed offer click and collect services and sales channels. For the retail business model, this is a service showing solid progress on the digital transformation scale.

Where Germany and Austria are truly leading is in returns. According to a recent survey, one in eight online purchases in Germany is sent back to the online store. This is not completely abnormal. Unlike bricks-and-mortar retailers, online shops do not offer the luxury of letting consumers touch and feel products before buying.

To differentiate from online channels, omnichannel retailers need to focus on the physical options. They also need to highlight that they have robust and friendly return policies.

Stand-Outs from Germany and Austria

Stand-out results from the Omni-2000 report on Germany and Austria:

  • A significantly high number of German and Austrian retailers offer BORIS (Buy Online Return In-Store). 77.9% of retailers here offer BORIS.
  • Another extreme positive are customer friendly returns policies. A clear returns policy is important to customers. The global average for retailers in this area is 76.9% but German and Austrian retailers are ahead of with 94.9% of retailers offering customer friendly returns policies.
  • Germany and Austria also lead in free returns shipping. 84% of German and Austrian retailers in the Omni-2000 research offer free returns delivery.

Table with statistics from the Omni-2000 Germany Austria Report

A retail returns policy can be a marketing initiative for merchants seeking to gain a larger audience for their omnichannel programs. In fact, customers are more likely to purchase something when they know how to return unwanted items. A clear and concise returns policy builds trust between a brand and a customer. Based on the policies in Germany and Austria, customers can have a high level of trust in retailers, here.

What is the Omnichannel Glass in Germany and Austria Empty of?

Only 9.3% of German and & Austrian retailers offer the ability to purchase directly from Instagram
Germany and Austria are leading countries regarding the omnichannel offering. Yet there is still room for growth.

Specifically, this is true in the area of social selling. Almost all (93%) retailers included in the Omni-2000 report have a presence on Instagram. Yet, only 9.3% of retailers offer the ability to purchase directly from the social channel. Instagram’s recently announced that they are making purchases easier from the platform. As such, this is expected to change dramatically, over the next year.

Global competition continues to rise for retailers. The online retailer must do more, as must the physical store. Distribution channels must step from single to cross channel approaches. Better yet these need to step toward an omnichannel retailing method throughout. The German and Austrian retailing space has done well in its click and collect efforts. It has never been more critical.

German and Austrian omnichannel retail is quite progressive. And more progress continues to be made year over year. All things considered, researchers will continue to watch as retailers in Germany and Austria expand their capabilities even further.

To learn more about the state of omnichannel in Germany | Austria, download the full Omni-2000 report here.

Author: 

Charles Dimov, VP of Marketing at OrderDynamics

Charles Dimov is VP of Marketing at OrderDynamics. Charles has 23 years experience in Marketing, Sales and Management across various IT and Technology businesses. Previous roles include Chief of Staff, Director Product Marketing, and Director Sales. Charles has held roles in brand name firms like IBM, Ericsson, HP, ADP, and OrderDynamics.

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