Nike tops the 2019-2020 Omnichannel Leadership Report, an assessment of how brands are operating in their omnichannel strategies, from digital to brick-and-mortar and customer experiences. The report, released by Newstore, took a critical look at more than 200 luxury, premium and lifestyle brands. Newstore's researchers acted as secret shoppers to audit each brand's experience and technology across the different retail channels: store, web, mobile and call centers. The other brands in the 2019-2020 top five include Athleta, at the second spot, followed in the order by Moncler, Louis Vuitton and Banana Republic. The study found that one common thread among the leaders is that they are using mobile and only have small gaps in their omnichannel experience. In contrast, a common feature among the laggards is that they are not using mobile at all and barely have an omnichannel strategy. The report also suggests that while the overall omnichannel competence score is still low, at 40 out of 100, data reveal significant progress since last year, even though it is still too slow.

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