Omnichannel Retail Survey 2016

During Black Friday and Christmas 2015, KPMG collated research from 250 retailers to uncover and analyse consumer trends infiltrating the retail industry. Peak trading is a challenging time for retailers, with supply chain management and operational performance critical to obtaining a success defining criterion.

The research determined a number of key outcomes, including:

The Black Friday discount ‘week’ is easing the burden on peak logistics 

The now extended, more organised, Black Friday week allowed retailers to capture more of the 1.1bn spent in 2015, and avoid the frenzied carnage that had been witnessed in previous years. With just 45% of purchasing happening on Black Friday itself, more capable and prepared supply chains are now able to handle the year-on-year increase in demand. 

Savvy consumers are defining the delivery model 

Despite their preferred mode of delivery, 78% of Black Friday consumers took advantage of free online alternatives. In excessive periods such as Black Friday, retailers and parcel providers are absorbing challenges and potentially high costs in order to meet customer requirements. 

14% of shoppers buy products via click and collect, demonstrating a functionality that could be worth considering for appropriate retailers.

There are opportunities to improve the end-to-end online experience

Smartphones, tablets and other devices are increasingly involved in consumer buying activities. Alongside the knowledge that 68% of Black Friday purchases were made online, this exposes these technologies as methods for differentiation, in the pursuit of personalisation and seamless user journeys.

To see the full research, stats and facts, read the complete paper HERE.


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