A study published by RetailMeNot today has found that a significant proportion of UK retails are struggling to integrate omnichannel sales.

59 per cent are reported to be unable to link bricks and mortar sales with online sales. A further 38 per cent fail to offer consistent pricing across all channels.

Although over 90 per cent of retailers now sell online in the UK, nearly two thirds claim a lack of visibility across channels is the biggest problem they face.

The study also found that a nearly a third of businesses are restructuring their businesses, integrating their online and in-store teams, with another 42 per cent having already done so.

Contrary to these findings, 61 per cent of retailers claim their marketing budgets are still split per channel, as opposed to the 39 per cent who assign their budget to a fully integrated retail team.

To tackle this separation, nearly three quarters of retailers have stated they plan to increase digital investment. They are also pushing to gather customers email addresses online and in-store to link sales and provide a clearer picture of shopper behaviour.

Many are also turning to partners, seeking to establish vouchers and promotional offers to gain greater visibility into multichannel shoppers.

“With three out of five large retailers still unable to link in-store sales to online activity, opportunities to drive sales and strengthen brand loyalty are undoubtedly being missed,” vice president of retail at RetailMeNot Severine Philardeau said.

“To address this challenge and truly act like an omnichannel business, retailers should consider bringing together their in-store and online teams and calling on more of the expertise and support that partners can provide to connect the in-store and online shopping experience.”