Table - Highest Priority Omnichannel Programs Among Retailers & Manufacturers

Omnichannel efforts are important, but not necessarily a top priority for retailers. In a Shop.org survey conducted by Forrester Research in Q4 2013, just over one-quarter of respondents considered things like new order management systems and in-store pickup to be leading initiatives for 2014. These capabilities ranked fourth behind mobile (53%), site overhaul (46%) and marketing (36%).

When asked to prioritize omnichannel programs, retailers polled by Forrester Consulting in December 2013 were more focused on cross-channel fulfillment than delivery options. Buy online, pick up in-store; buy in-store, ship to customer; and buy online, ship from store all ranked highly, as did inventory visibility, which enables all of the above. Read the rest at eMarketer.