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Study reveals fashion brands are falling behind customer expectations

Study finds that brands fall behind providing a consistent omnichannel experience lacking with providing flexible delivery methods and modern customer support services as only 6% of brands meet the desire for same day delivery and only 32% of brands offered a live chat service on their website. 

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Swansea-based Veeqo,  the retail automation platform that helps retailers sync their inventory across multiple sales channels and fulfil customer orders, has released its 2019 Omnichannel Retail Report – a new research study that analyses where brands are thriving and failing with modern customer experience. The study found that while brands are successfully offering multi-device shopping, they are falling behind with flexible and fast delivery methods, as well as modern customer support services.

According to the study, only 6% of brands offer same day delivery to consumers, only 35% of digital only brands offered click and collect services, and only 31% offered live chat support.


“The report shows that retailers have not yet caught up with customer expectations, which are becoming increased high due to companies like Amazon,” Said Matt Warren, CEO of Veeqo. “Customers want the freedom to buy and return how and where they want, but without the right technology stack, it’s a real challenge for retailers”.

The study pinpointed that fashion brands are particularly lacking in providing flexible delivery and returns, and falling behind with providing modern customer support options. The study also reveals where the opportunity lies for brands to make big gains.

Key findings from the report include:

  • Almost half of brands do not provide unity between online and offline. 37% of brands did not have a physical store location, therefore could not provide the integrated in store and online experience consumers desire.

  • Brands are falling behind providing a flexible and fast delivery experience. Only 6% of brands offered same day delivery, while only 35% of digital only brands offered any kind of click and collect service.

  • Many brands are failing to provide a fuss free returns process. Only 60% of brands were able to offer free returns to customers, and only 52% of brands that had physical store locations allowed consumers to return items purchased online in store.

  • Modern customer support options suffered more than traditional types. Only 31% of brands offered a live chat support option on their website, while the average email response time took 13 hours and 15 minutes.

For a complete look at the results of the state of omnichannel for fast fashion brands in 2019, read the analysis breakdown on the Veeqo blog or download the report here.