Burberry delivers the best omni-channel experience on the UK High Street, according to user experience agency Webcredible. The luxury fashion retailer scored highest in the in-depth study of 10 well-known High Street retail brands from an omni-channel perspective.

Burberry received an ‘excellent’ overall rating with 75.4 out of a possible 100, whereas most other brands in the study only scored ‘average’.

Burberry achieved its ‘excellent’ rating due to an obvious and dedicated investment into customer experience, particularly with regard to digital technologies. By incorporating the latest technology with a flawlessly consistent brand look and feel across all channels, as well as offering sophisticated personalisation options, Burberry fulfilled all of the central omni-channel initiatives as laid out by the report’s guidelines.

Waterstones and Debenhams both received ‘good’ overall ratings, awarded 65 and 62.5 respectively, while ‘average’ ratings were awarded to Topshop (60.9), Harrods (57.5), John Lewis (56.1), Marks & Spencer (55.7), Boots (44.2) and Next (42). The brand with the lowest score – 41.2 – was Ted Baker, which was rated ‘poor’.

Webcredible carried out the research into the level of omni-channel approach among popular UK retail brands to investigate how a well-developed omni-channel strategy can meet the changing demands of customers, and help brands improve sales, loyalty and business success.

“Omni-channel is the next step for businesses, and is essentially about doing multi-channel properly,” said Trenton Moss, founder and commercial director at Webcredible. “Retailers should now be looking to develop an overarching strategy that puts the customer first, creating a seamless experience no matter what technology they are engaging with.”

The Webcredible Omni-Channel Customer Experience report is available to download for free here: http://www.webcredible.co.uk/blog/omni-channel-report

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