UK Retailers Lead the Way in Omnichannel Marketing, Have Yet to Utilise the Full Potential

September 3, 20205min

New data collected from an omnichannel marketing automation platform, dotdigital, reveals the UK leads the way in omnichannel marketing, as 31 percent is scored by UK retailers against key success market, compared to the global benchmark of just 18 percent.

Despite these advances, retailers and brands are still missing out on opportunities to optimise their ecommerce operations, meaning they could be missing out on revenue.

The research published in the Hitting the Mark report benchmarks the digital marketing tactics adopted by 100 ecommerce brands worldwide, shows that while UK brands are making headway tapping into customers’ demands for easily accessible communication, they are missing the mark when it comes to the basics.

The retailers could be missing out on sales at a time when demand for ecommerce is blooming. The disruption caused by Covid-19 has accelerated the uptake of ecommerce globally, with ecommerce sales predicted to increase by up to 40 percent across all retail in the UK in 2020.

Customer data is the oil that fuels excellent customer experience (CX) online, with demand for personalisation in digital shopping journeys rising 123 percent in the last 6 months. However, more than two years on from the introduction of GDPR regulations, only 37 percent of UK brands had clear consent criteria – running the risk of encountering serious legal issues.

With cart abandonment rates averaging 70 percent across the ecommerce industry, inspiring shoppers to follow through with their purchases is more challenging than ever. Despite this, only 40 perceb of UK brands surveyed sent an abandoned cart email even though this key revenue-generating automation should be a central part of every brand’s strategy. The UK figure is 20 percent lower than ecommerce businesses in the Asia Pacific (APAC) region, which sent the most cart recovery emails globally., which was ranked the top brand globally in the report, set the bar for abandoned cart communication sending a personalised, concise cart recovery email within 30 minutes of the purchase being paused. is also commended for its efforts in utilising abandoned cart emails as a selling opportunity and giving shoppers a reason to return.

Whilst the UK lockdown has seen a shift back to desktop sales, it is predicted in the long-term that mobile traffic and transactions in the UK will continue to grow at a rate of 16 percent annually and will eventually overtake desktop sales by 2023. Set to capitalise on this shift, UK retailers topped the poll when it came to communicating with customers via SMS, with 40 percent of UK retailers utilising this channel to communicate with shoppers on the go.

In spite of the high uptake in m-commerce, UK retailers are still not utilising the full potential of this channel with 95 percent of messages being transactional and just one brand sending a promotional SMS message.  Younger brands targeting the millennial generation, who demand brands be available on the channels they want, are leading the SMS charge. The report highlights both Gymshark and as clear winners in this category, both having experienced unprecedented growth because they’re successfully meeting these demands.

Mark Jervis, Marketing Director at dotdigital said: “It’s great to see iconic British retailers leading the way in improving customer experience. However, UK brands aren’t committing wholeheartedly to a customer-centric strategy. The ultimate customer experience – the one that delights shoppers and drives sales – is created when brands combine customer data with omnichannel journeys and user experiences.”

“UK brands are working hard to gain customer confidence and acquire data, but they’re stumbling at the final hurdle. Data drives relevancy which improves experience and keeps shoppers engaged and UK retailers are still missing out a large chunk of revenue potential in the market and, as a result, customer loyalty remains fickle,” Jervis added.

CXM Editorial Team

CXM Editorial Team

Published for all CX professionals, the digital Customer Experience Magazine is packed full of industry news, blogs, features, video bites and international stories all focusing on customer experience. CXM will help you learn what makes an outstanding customer experience that wins both awards and the hearts of customers. And sometimes we share some cool music as well.

Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.



UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Paul Ainsworth

For general inquiries, advertising and partnership information:
Tel: 0207 1932 428

For Advertising and Guest/Sponsored posts:

For Masterclass enquiries:
Tel: +44 20 86386491

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN


Find a job in customer support with Jobsora


vitamins for libido sit on my dick wellbutrin viagra closest gnc why have i lost my sex drive huge penis girth zoloft side effects in males whats i n viagra buy ed pills online symptoms of erectile dysfunction truth about penis size stendra price penis on steroids penis enlarger excercise how to get higher testosterone foods that enlarge penis blue chew review gh 2 supplement best mens supplements weights on penis natural alternative medicine erectile dysfunction injections man login penis increase food signs a woman has a high libido test testosterone booster red bumps on dick penile implant price 72 hour sex pill can your penis shrink natural penis enlargement results pandora god of war

metformin side effects weight loss abnormal weight loss yvette nicole brown weight loss rite aid weight loss healthy juices for weight loss zonisamide weight loss dose aloe vera for weight loss instructions kaiser permanente weight loss stomach pain and weight loss lipozene weight loss weight loss on metformin blood donation weight loss weight loss and breastfeeding staple in ear for weight loss aloe vera juice weight loss stories seran wrap for weight loss the skinny on weight loss youtube alkaline water and weight loss weight lifting schedule for weight loss diet pills with fiber weight loss pills tv ad fat weight loss pills weight loss pills in japan weight loss apocalypse best working diet pills tfx weight loss reviews of diet pills doctor recommended diet pills quick weight loss center miami florida one a day weight loss pill keto tone pills eating for weight loss and muscle gain

the vape store crown by uwell coils walmart vape mod does the e cigarette have nicotine vape shop business plan turning japanese ecig coil kit louisville slugger vapor the best ecig starter smok g320 mod dragon jizz vape juice vape juice turned dark ejuice canada ecig galleryt e cigarette cartridges tcr mode voopoo drag vaping terms dangers of vaping 2016 rba mod kit box coils smok alien kit coils vaporbeast reviews how much is a pod cbdfx vape best regulated mods 2017 how much are vape coils why does my smok nord keeps blinking medical vape rebuilding a dual coil ni200 uwell crown occ ecig mod batteries voopoo too black body dazzle wax tanks for box mods

does cbd show on drug test whats another word for sleep cbd to help sleep yes to grapefruit scrub autism cbd oil cbd oil peoples pharmacy cbd oil oahu cbd oil while breastfeeding how much cbd oil should i take a day sun med cbd cbd oil utah for sale eden cbd oil pop naturals super cbd cbd oil pueblo colorado burger king cbd cbd oil on amazon is hemp oil legal in all 50 states pure terra amazon olive oil arthritis cbd oil 99 website del terra oils white label juice co coupons cbd oil dosage for kids pga superstore irvine cbd oil for infection hemp oil for sale online best cbd oil reviews cbd oil anchorage ak heavy hitters cbd can i take cbd oil and oxycodone add cbd oil to dit dat jow