Consultancy company Deloitte has presented a new report called “The omnichannel opportunity” commissioned by eBay. This study analyses how omnichannel retailing – a concept that defines the current system where stores, e-commerce, mobile apps and social media are interconnected- has affected purchase behaviour in selected European markets.

The report was driven by a team of economists and retail market experts in the UK and Germany. It involved surveys with consumers and discussions with leading retailers. Deloitte plan to measure the extent retailers can increase sales through omnichannel strategy, and to assist its development.

Furthermore, an econometric model was built in order to examine the impact omnichannel strategy has on sales in order to assess the value of the strategy. The model was applied to retailers who have already embraced the omnichannel strategy.