2020 Top 100 Omnichannel Retailers a Ranking of Retailers’ Omnichannel Programs Offered and the Execution of Those Programs

2020 TOP 100 OMNICHANNEL RETAILERS A RANKING OF RETAILERS’ OMNICHANNEL PROGRAMS OFFERED AND THE EXECUTION OF THOSE PROGRAMS

Build commerce your way with the only headless commerce platform that provides a complete set of built-in shopping experiences and omnichannel fulfillment capabilities.

Our API-first platform provides a central omnichannel layer that unifies retailers’ existing systems and aligns all customer touchpoints to create engaging shopping experiences. The Orckestra Commerce Cloud platform is built natively on Microsoft Azure to help our customers move quickly in the cloud, while being positioned for unlimited growth and leveraging the global scale and key innovations offered by Azure.

In its fourth annual ranking of 100 leading retailers and brands based on their omnichannel capabilities — i.e., programs offered and the execution of those programs — Total Retail, in conjunction with Orckestra, an omnichannel commerce platform provider that unifies retailers’ e-commerce software, mobile commerce, and retail stores, reveals the industry leaders at the forefront of delivering frictionless cross-channel shopping experiences.

With the impact that the COVID-19 pandemic has had on retailers’ businesses, including the temporary closure of physical storefronts in many cases, having a sound omnichannel strategy that can serve customers in multiple different ways, often in the same purchase journey, has become more critical than ever. This is a trend that we’ve seen building for some time now, but it has really taken off in 2020. And retailers would be wise to plan for continued consumer adoption of omnichannel programs and services post-pandemic.

As part of the 2020 evaluation, we visited each retailer’s website as well as one of its brick-and- mortar stores, judging the companies on the following seven omnichannel criteria: the ability for customers to buy online, pick up in-store and/or curbside; the ability to search for in-store products on a brand’s digital properties (desktop site, mobile site, mobile app), including stock availability data; shared cart across channels for logged-in shoppers (e.g., mobile to desktop); the ability for loyalty points to be earned and redeemed across channels; cross-channel product returns (e.g., return online purchases in-store, i.e., BORIS); ship from store/endless aisle; and pricing consistency across channels.

The evaluations were conducted in July and August. A full breakdown of the scoring can be found in the Methodology section at the end of the report.

While this year saw no company earn all of the total points available, there were six — Bass Pro Shops, Big Lots, Bloomingdale’s, DSW, J.C. Penney, and Zumiez — that tied for the No. 1 position, each earning 9.5 of the 10 total points available. Bloomingdale’s and J.C. Penney tied for the top spot for the second consecutive year. DSW improved from last year’s second place ranking, Zumiez jumped to the No. 1 spot after tying for fifth in last year’s evaluation, while Bass Pro Shops improved from a seventh place finish in 2019, and Big Lots moved from eighth to first year-over-year (YoY).

The companies that made the biggest YoY improvements in the rankings included Carter’s, which saw its ranking improve by 10 spots; Chico’s (nine spots); PetSmart (eight spots); and Big Lots and Walmart (both up seven spots). Conversely, the retailers that saw the biggest declines in their YoY rankings were Steve Madden (six spots) and Stein Mart (five spots).

When analyzing the scores by product category, the top performers were Sporting Goods, with an average score of 7.75 for the brands within the category, followed by Department Stores (7.55 average score) and Home Improvement (7.5 average score). At the bottom of the category rankings was Footwear, with an average score of 6.81 for the brands within that group.

3 In addition to ranking individual retailer’s omnichannel performances, this year’s report identified some industry trends, including the following:

n Nearly 80 percent (78 percent) of loyalty program members can earn and redeem points/ rewards across multiple transaction channels for the retailers evaluated in the 2020 report, up from 73 percent last year. A flexible loyalty program is a key perk of membership, one that can help generate the type of repeat purchase activity that’s increasingly rare in today’s ubercompetitive retail landscape.

n The continued adoption of buy online, pick up in-store (BOPIS) programs as well as the introduction of curbside pickup programs. Eighty percent of the retailers evaluated offer at least some form of BOPIS and curbside pickup, up from 68 percent last year. This number figures only to rise as consumers remain reluctant to spend long periods of time in brick-and- mortar stores, opting in favor for contactless curbside pickup and designated pickup counters in-store.

n An increased focus by retailers to enable cross-channel product returns, a critical function given the increased online shopping we’ve seen during the pandemic. An overwhelming 97 percent of the retailers evaluated offered at least some form of cross-channel returns, whether it be the ability to return an online purchase in-store, or ship back an in-store purchase. This is an improvement from 2019, when 93 percent of retailers offered some level of cross-channel product returns.

This report is a resource for retailers and brands to measure themselves against their competitors as well as the leading organizations in the industry. It should also serve as a prompt to conduct a self-audit of your company’s omnichannel capabilities, identifying areas of strength — which can be leveraged as differentiators — as well as areas of weakness. As consumer behaviors continue to shift and purchase journeys cross multiple channels, it’s the retailers that have a strong omnichannel infrastructure in place, including technology systems and solutions, that stand to prosper.

Joe Keenan

4 Top 100 Omnichannel Retailers

Rank Retailer Buy online, Search in-store Shared cart Loyalty points Return products Ship from store/ Pricing Total pick up in-store; products online earned/ redeemed across channels endless aisle consistency score Curbside pickup across channels across channels

1 Bloomingdale’s 1.5 1 1 1 1 1 3 9.5

1 J.C. Penney 1.5 1 1 1 1 1 3 9.5

1 DSW 1.5 1 1 1 1 1 3 9.5

1 Zumiez 1.5 1 1 1 1 1 3 9.5

1 Bass Pro Shops 2 0.5 1 1 1 1 3 9.5

1 Big Lots 1.75 0.75 1 1 1 1 3 9.5

2 Macy’s 1.5 1 1 1 0.75 1 3 9.25

3 Lids 1 1 1 1 1 1 3 9

3 Champs Sports 1 1 1 1 1 1 3 9

3 Men’s Wearhouse 1 1 1 1 1 1 3 9

3 Apple 1 1 1 1 1 1 3 9

3 Staples 1.5 1 1 1 0.5 1 3 9

3 Abercrombie & Fitch 1.5 1 1 1 0.5 1 3 9

3 Talbots 1.5 0.5 1 1 1 1 3 9

3 Office Depot 1 1 1 1 1 1 3 9

3 AutoZone 1.5 1 1 1 0.5 1 3 9

3 Best Buy 1.5 0.5 1 1 1 1 3 9

3 Crate and Barrel 2 0.5 1 1 0.5 1 3 9

4 Ann Taylor 1.5 1 1 0.25 1 1 3 8.75

4 J.Crew 0.75 1 1 1 1 1 3 8.75

4 Nordstrom 1 1 1 1 1 0.75 3 8.75

4 Ulta Beauty 1.5 1 1 1 0.5 0.75 3 8.75

5 Belk 0.75 0.75 1 1 1 1 3 8.5

5 Lane Bryant 1 0.5 1 1 1 1 3 8.5

5 Ugg 1 0.5 1 1 1 1 3 8.5

5 The Vitamin Shoppe 1 0.5 1 1 1 1 3 8.5

5 Aldo 1 1 1 1 0.5 1 3 8.5

5 The Home Depot 1.25 1 1 0.25 1 1 3 8.5

5 The Container Store 1 0.5 1 1 1 1 3 8.5

5 Chico’s FAS 1.5 0.5 1 1 0.5 1 3 8.5

5 Carter’s 1.5 0.5 1 1 0.5 1 3 8.5

5 Advance Auto Parts 1.5 0.5 1 1 0.5 1 3 8.5

5 Williams-Sonoma 1.75 0.5 1 1 0.5 0.75 3 8.5

5 Jos. A. Bank 2 0.5 1 1 1 1 2 8.5

5 Top 100 Omnichannel Retailers (continued)

Rank Retailer Buy online, Search in-store Shared cart Loyalty points Return products Ship from store/ Pricing Total pick up in-store; products online earned/redeemed across channels endless aisle consistency score Curbside pickup across channels across channels

6 Sur La Table 0.25 1 1 1 1 1 3 8.25

6 Tractor Supply Co. 1.5 0.25 1 0.75 1 0.75 3 8.25

6 Urban Outfitters 1.5 0.5 1 1 0.5 0.75 3 8.25

7 Guess 0.75 0.5 1 1 1 0.75 3 8

7 Vineyard Vines 1 1 1 0 1 1 3 8

7 Adidas 1 0.5 1 1 0.5 1 3 8

7 Michael Kors 0.5 0.5 1 1 1 1 3 8

7 Kohl’s 1 0.5 1 1 0.5 1 3 8

7 Lord & Taylor 0.5 0.5 1 1 1 1 3 8

7 Bed Bath & Beyond 1 1 1 0 1 1 3 8

7 Coach 1.5 0.5 1 0 1 1 3 8

7 L.L.Bean 1.25 0.5 1 0.25 1 1 3 8

7 Barnes & Noble 1 0.5 1 1 0.5 1 3 8

7 Walmart 1.25 1 1 0.25 0.5 1 3 8

7 Neiman Marcus 1.5 0.75 1 0.25 0.5 1 3 8

7 Michaels 1.75 0.75 1 1 0.5 1 2 8

8 Zara 1 1 1 0 0.75 1 3 7.75

8 Foot Locker 0.75 0.5 1 1 0.5 1 3 7.75

8 Express 0.75 0.5 1 1 1 0.5 3 7.75

8 H&M 0 0.75 1 1 1 1 3 7.75

8 francesca’s 1 0.5 1 1 0.5 0.75 3 7.75

8 Lowe’s 1.25 1 1 0 0.5 1 3 7.75

8 Target 1.5 1 1 0.25 1 1 2 7.75

8 lululemon athletica 1.5 0.5 1 0 1 0.75 3 7.75

8 PetSmart 1 0.5 1 1 0.5 0.75 3 7.75

8 Cabela’s 2 0.25 0 1 0.5 1 3 7.75

8 UNTUCKit 1.25 0.5 1 0 1 1 3 7.75

9 The Children’s Place 0.5 0.5 1 1 0.5 1 3 7.5

9 The Finish Line 0.5 0.5 1 1 0.5 1 3 7.5

10 Build-A-Bear Workshop 0 0.25 1 1 1 1 3 7.25

10 Forever 21 1 0.5 1 0.25 0.5 1 3 7.25

10 Dick’s Sporting Goods 0.75 0.5 1 1 0.5 0.5 3 7.25

11 Eddie Bauer 0 0 1 1 1 1 3 7

6 Top 100 Omnichannel Retailers (continued)

Rank Retailer Buy online, Search in-store Shared cart Loyalty points Return products Ship from store/ Pricing Total pick up in-store; products online earned/redeemed across channels endless aisle consistency score Curbside pickup across channels across channels

11 GNC 0 0.5 1 1 0.5 1 3 7

11 Sephora 0 0.5 1 1 0.5 1 3 7

11 Yankee Candle 0 0 1 1 1 1 3 7

11 Aeropostale 1 0.5 1 0 0.5 1 3 7

11 LL Flooring 1 0.5 1 0.25 0.5 0.75 3 7

11 GameStop 1 0.5 1 1 0.25 0.25 3 7

11 Tiffany & Co. 0.75 0.25 1 0 1 1 3 7

11 Bluemercury 0.5 0 1 1 0.5 1 3 7

11 Lands’ End 1 0.5 1 0 0.5 1 3 7

11 Lilly Pulitzer 1.25 0.5 1 0 0.5 0.75 3 7

11 Gap 0.75 0.5 1 0.25 0.5 1 3 7

12 American Eagle Outfitters 1 0.5 1 1 0.5 0.75 2 6.75

13 Kate Spade & Co. 0.75 0.5 1 0 0.5 0.75 3 6.5

13 PacSun 0 0 1 1 0.5 1 3 6.5

13 Tommy Hilfiger 0 0 1 1 1 0.5 3 6.5

13 Burberry 1 0.5 1 0 0 1 3 6.5

13 New Balance 0 0.5 1 1 0 1 3 6.5

13 Fossil 1 0.5 1 0 0.5 0.5 3 6.5

13 Vera Bradley 1 0 1 0 0.5 1 3 6.5

14 J.Jill 0 0 1 0.25 1 1 3 6.25

15 Bath & Body Works 0.5 0 1 1 0.5 1 2 6

15 Steve Madden 0 0 1 1 1 1 2 6

15 RH 0 0 1 1 0 1 3 6

15 Shinola 0 0 1 0 1 1 3 6

15 Ralph Lauren 0.5 0.5 1 0 0.5 0.5 3 6

16 Columbia Sportswear 0 0 1 1 0.5 0.25 3 5.75

17 Journeys 0 0.5 0 0 1 1 3 5.5

17 Skechers USA 0 0 0 1 0.5 1 3 5.5

17 T-Mobile 0 0 1 0 0.5 1 3 5.5

17 Victoria’s Secret 0 0 1 0.25 0.5 0.75 3 5.5

17 Under Armour 0.25 0 1 0 0.5 0.75 3 5.5

18 Stein Mart 0 0 1 0 0.5 0.75 3 5.25

18 Tommy Bahama 0 0 1 0 0.5 0.75 3 5.25

7 BASS PRO SHOPS Sporting Goods Bass Pro Shops is part of the six-way tie for RANK COMPANY TOTAL SCORE first place in this year’s rankings of the Top 1 Champs Sports 9 100 Omnichannel Retailers. The company, 2 Bass Pro Shops 8.5 founded in 1972 by Johnny Morris on eight- 3 Cabela's 6.75 square-feet of space in the back of his 3 Dick's Sporting Goods 6.75 father’s liquor store in Springfield, Missouri, is now a leading national retailer of outdoor the executive leadership team responsible gear and apparel, with 200 retail and marine for articulating and executing a compelling center locations across North America. Bass omnichannel customer experience,” Pro Shops expanded its footprint in 2017 according to a statement from the company. when it purchased competitor Cabela’s in a multibillion-dollar deal. “His team developed and executed … core processes to engage customers throughout In our ranking, Bass Pro Shops received the their omnichannel home improvement top possible score across six of the seven journey by investing in and deploying criteria: buy online, pick up in-store and new marketing, assortment, content, data curbside pickup; shared cart; loyalty points management, search, site speed and able to be earned and redeemed across engagement tools, which substantially channels; return products across channels; improved traffic, conversion and overall ship from store/endless aisle; and pricing satisfaction,” according to a Bass Pro Shops consistency across channels. press release.

What’s the secret to Bass Pro Shops’ When McDermott joined Bass Pro Shops, omnichannel success? A key reason may he was tasked with integrating Bass Pro be the hiring of Michael P. McDermott as Shops and Cabela’s omnichannel technology president of omnichannel retail in 2019. Prior systems and solutions, and accelerating the to this position, McDermott was executive outdoor retailer’s seamless cross-channel vice president and chief customer officer customer experience. According to our at Lowe’s, where he was a “key member of rankings, he’s off to a solid start.

8 BIG LOTS Big Lots has made significant strides in its omnichannel offerings in the past 12 months, jumping from eighth place Shared Cart in last year’s list to a six-way tie atop the 2020 rankings. The YEAR YES NO discount retailer doubled down on e-commerce and digital 2017 83 17 offerings to improve the customer journey across online 2018 78 22 and physical retail. Its ascent to the No. 1 spot on the 2020 2019 92 8 Top 100 Omnichannel Retailers Report can be attributed 2020 97 3 to increased points in the buy online, pick up in-store and cross-channel returns categories.

Creating a seamless omnichannel customer experience is one of the most critical factors to retailers’ success today, so Big Lots’ focus on these initiatives is a no-brainer.

“We want to give customers the ability to shop how, when and where they want,” says Erica Fortune, vice president of e-commerce at Big Lots. To keep pace with customers’ evolving expectations, the discount retailer “built a comprehensive omnichannel approach that prioritizes speed, focus and customer service,” explains Fortune. Implementing these initiatives with a mobile-first focus was essential to

9 providing Big Lots customers with a consistent and cohesive shopping experience, regardless of the channel. “For example, we integrated web and in-store capabilities to allow for easy returns, pricing consistency and order visibility across channels,” Fortune notes.

It’s no secret that the COVID-19 pandemic has resulted in many consumers changing the way they shop, testing the digital capabilities of all retailers. At the start of the health crisis in March, Big Lots introduced curbside pickup at all 1,400 of its retail stores, expanded its e-commerce presence, and partnered with Instacart to roll out same-day delivery. Fortune says this quick rollout of new omnichannel solutions was enabled by the discount retailer’s continuous investments in technology. “Technology has helped us seamlessly transition traditional in-store shoppers to online shoppers.”

Looking ahead, Big Lots is committed to enhancing its omnichannel offerings and is exploring new solutions such as personalized content and experiences, says Fortune. “Internally and externally, we’re focused on building out our infrastructure across omnichannel touchpoints, including web, in-store, logistics, and customer care.”

BOPIS, Curbside Pickup

YEAR YES YES, WITH EXCEPTIONS NO 2017 25 12 63 2018 19 33 48 2019 23 40 37 2020 4 76 20

Loyalty Points

YEAR YES YES, WITH EXCEPTIONS NO 2017 42 58

2018 52 22 26 2019 57 16 27 2020 66 12 22

Cross-Channel Returns

YEAR YES YES, WITH EXCEPTIONS NO 2017 72 13 15 2018 16 62 22 2019 37 56 7 2020 46 51 3

10 BLOOMINGDALE’S Being at the top of this list is familiar territory for Bloomingdale’s, the upscale department store chain owned by Macy’s Inc. Bloomingdale’s also finished in a first-place tie for the 2019 Top 100 Omnichannel Retailers rankings. The retailer’s top ranking was made possible by earning the total score possible in six of the seven criteria categories. The only category in which Bloomingdale’s didn’t receive the total number of points available was in the buy online, pickup in- Department Stores store/curbside pickup part of the evaluation. RANK COMPANY TOTAL SCORE It currently offers curbside pickup service at 1 Bloomingdale's 9 select stores, not all Bloomingdale’s locations. 1 J.C. Penney 9 Bloomingdale’s has made it convenient 2 Macy's 8.75 and easy for consumers to shop with it 3 Belk 8.5 across multiple channels. For example, the 4 Nordstrom 8.25 department store chain offers programs such 5 Kohl's 7.75 as in-store shopping services (e.g., stylists, 6 Lord & Taylor 7.25 beauty services, personal shoppers, tailoring 7 Neiman Marcus 7 and alterations, wedding registries, etc.); 8 Stein Mart 5.25 the ability to book an appointment online to meet with a Bloomingdale’s associate in- 9 Dollar Tree 4.75 store for a personalized shopping experience; contact-free curbside pickup of online orders (which has become increasingly popular with consumers and retailers during the COVID-19 pandemic), and often the same day; and buy online, pick up in-store (BOPIS). Beauty and Cosmetics RANK COMPANY TOTAL SCORE In addition, Bloomingdale’s recently 1 Ulta 8.25 partnered with DoorDash to offer on- 2 Sephora 7 demand, same-day delivery service across its stores nationwide — 34 namesake stores 3 Bluemercury 6.5 and 19 Bloomingdale’s The Outlet locations. The service is powered exclusively through Drive – DoorDash’s white-label fulfillment platform that powers direct delivery for businesses. With no minimum order required or time slot and queues, shopping from the comfort of home has never been easier for Bloomingdale’s customers. The service is available via Bloomingdales.com.

11 “We are focused on laying the groundwork n Accelerate Digital Growth: Enhance the for 2021 and beyond,” said Jeff Gennette, digital experience across Bloomingdale’s chairman and CEO of Macy’s Inc., in a recent digital properties, grow the omnichannel company press release. “We plan to invest in customer base, and improve profitability. fashion, digital and omnichannel, work with n agility, and galvanize the resources of the Optimize the Store Portfolio: Continue company to serve our customers and move the growth treatment for stores in the best the Macy’s, Inc. business forward.” malls, expand off-mall profitably, and test and prove a retail ecosystem model with a Core to Bloomingdale’s future growth mix of Bloomingdale’s store formats within prospects is improving upon its existing a geographic market. omnichannel infrastructure as well as n envisioning new ways that it can better Reset Cost Base: Right-size the serve its customers’ needs. To that end, organization and expense base, improve Bloomingdale’s parent company unveiled a working capital, and balance top-line and three-year plan, which it’s calling its Polaris bottom-line growth. strategy, designed to stabilize profitability For Bloomingdale’s to beat the odds and position the company for growth. and grow profitably in the challenged The plan focuses on five key areas of department store sector, it must provide Bloomingdale’s business: a seamless customer experience in all n Strengthen Customer Relationships: channels. That starts with not only offering Build customer lifetime value, expand omnichannel programs, but also having Star Rewards loyalty program with the the technology systems and solutions to launch of Loyalty 3.0, and accelerate make those programs run efficiently and personalization and monetization. effectively. According to our analysis, Bloomingdale’s is off to a strong start. n Curate Quality Fashion: Drive disciplined merchandise category roles, be the best destination for the best brands, and balance sales and margin.

12 DSW Tied for first place in the 2020 ranking of the Top 100 Omnichannel Retailers is DSW. The footwear and accessories designer, producer and retailer scored highly across all seven criteria categories, including curbside pickup, loyalty points and BOPIS.

One area DSW has always prided itself in is its customer loyalty program. In 2019, The Shoe Company, a Canadian retailer

under the DSW umbrella, launched Getty Images, Bruce Bennett Shoe VIP, an innovative points- based loyalty program. Shoe VIP was built by using customer research as its foundation since Footwear over 13,000 existing customers were surveyed RANK COMPANY TOTAL SCORE on their loyalty program preferences and 9 shopping habits. 1 DSW 2 Aldo 8.5 “Shoe VIP is shaped by our members,” said 2 Ugg 8.5 Lauren Reimer, former chief operating officer, 3 Adidas 8 Designer Brands Canada, in a company press 4 Foot Locker 7.75 release. “They told us directly what they like, 5 The Finish Line 7.5 want and need — and we listened. We know 6 New Balance 6.5 our members want better rewards, more personalization, value and fun in their purchase 7 Steve Madden 6 experience.” 8 Journeys 5.5 8 Skechers USA 5.5 The program includes a $10 welcome reward for new members when joining as VIP Insiders, and upon unlocking VIP Influencer status, surprise bonus points are awarded with every purchase, up to 2,000 per purchase transaction, in addition to the base points earned for every dollar spent, and free shipping on every order.

In 2019, DSW stepped out of its comfort zone and expanded its partnership with W Nail Bar to add nail salons to some DSW stores, offering another reason for consumers to visit its brick-and-mortar stores. “We’ve been encouraged by the reaction we’ve received to our nail bar test at our two warehouses in Columbus, and we’re excited to expand to two more markets to gather additional learnings,” said Bill Jordan, president of DSW, in a press release. “The nail bar services engage customers and create loyalty by inspiring self-expression. They also create repeat visits to the DSW brand, where an exciting footwear assortment awaits.”

13 J.C. PENNEY For the second consecutive year, J.C. Penney finds itself atop the rankings of the Top 100 Furniture and Home Decor Omnichannel Retailers. The department store RANK COMPANY TOTAL SCORE chain earned the top possible score in six of the 1 Sur La Table 8.25 seven criteria categories evaluated for, with its 2 The Container Store 8 only blemish coming in the buy online, pick up 2 Crate and Barrel 8 in-store and curbside pickup category. To date, 3 Bed Bath & Beyond 7.5 J.C. Penney only offers BOPIS and curbside 3 Williams-Sonoma 7.5 pickup services at select stores, not its entire fleet. However, that shouldn’t diminish the solid 4 Yankee Candle 7 work that J.C. Penney has done in integrating its 5 RH 6 online and offline channels, frequently through its mobile app, to give its customers a consistent, frictionless shopping experience across channels.

As a legacy brick-and-mortar retailer that recognized the need to evolve its business in order to survive in a competitive and rapidly shifting retail environment, J.C. Penney has invested in technology to better serve today’s omnichannel shoppers. Specifically, J.C. Penney sought out ways to improve upon the digital interactions that consumers were having with its brand, including within its very own stores.

14 “J.C. Penney is committed to keeping our customers at the heart of all we do, which Apparel and Accessories requires providing a seamless journey across RANK COMPANY TOTAL SCORE all digital platforms,” says Jim DePaul, 1 Lids 9 executive vice president, stores, J.C. Penney. 1 Men's Wearhouse 9 “We’ve listened to our customers and 2 Abercrombie & Fitch 8.5 continued to invest in smart technology to 2 Lane Bryant 8.5 make significant improvements within our 2 Talbots 8.5 app, such as our touchless checkout mobile 3 Ann Taylor 8.25 wallet option; our “no call needed” Style on 3 J.Crew 8.25 the Go! contact-free curbside pickup; and 4 Carter's 8 our flagship store, jcp.com, to provide an 4 Chico’s FAS 8 elevated, fully digital experience that keeps the focus on our compelling merchandise. 4 Guess 8 4 Michael Kors 8 “We were the first fashion retailer to offer 4 Vineyard Vines 8 curbside pickup, launching “Style on the 4 Zumiez 8 go!” at our brand-defining store in Hurst, 5 Express 7.75 Texas on Nov. 1, 2019, and our internal teams 5 francesca’s 7.75 consistently work closely together to align on 5 H&M 7.75 the complexities these convenient services 5 Urban Outfitters 7.75 entail, which have resonated very positively 5 Zara 7.75 with our customers,” DePaul adds. “J.C. 6 Coach 7.5 Penney shoppers expect and deserve an 6 L.L.Bean 7.5 easy, fast shopping experience, and we are 6 7.5 delighted to provide it.” The Children's Place 7 Forever 21 7.25 With a reduced store footprint — J.C. Penney 7 lululemon athletica 7.25 announced earlier this year that it will closing 8 Aeropostale 7 upwards of 150 locations — it’s interesting 8 Eddie Bauer 7 to note that the retailer refers to its flagship 9 Jos. A Bank 6.75 store as its e-commerce site, jcp.com, and 9 UNTUCKit 6.75 not a physical brick-and-mortar location. 10 Burberry 6.5 Reimaging the physical store and its role in 10 Gap 6.5 the customer purchase journey is integral to 10 Kate Spade & Co. 6.5 J.C. Penney’s future plans. 10 Lands' End 6.5 “We continue to make shopping at our stores 10 Lilly Pulitzer 6.5 even more convenient as we adapt to our 10 PacSun 6.5 customers’ needs so they can shop when, 10 Tommy Hilfiger 6.5 where, and how they want,” says DePaul. 11 American Eagle Outfitters 6.25 11 J.Jill 6.25 12 Fossil 6 12 Shinola 6 13 Columbia Sportswear 5.75 14 Ralph Lauren 5.5 14 Under Armour 5.5 14 Vera Bradley 5.5 14 Victoria's Secret 5.5 15 Tommy Bahama 5.25

15 ZUMIEZ Home Improvement

Zumiez, a specialty retailer of apparel, RANK COMPANY TOTAL SCORE footwear, accessories and hardgoods for 1 The Home Depot 8 young men and women, finished tied for 2 Tractor Supply Co. 7.75 first place in the 2020 Top 100 Omnichannel 3 Lowe's 7.25 Retailers ranking. 4 LL Flooring 7 Zumiez is another brand that excels at customer loyalty, generating long- term customer relationships through a omnichannel fulfillment option has helped to combination of product, content, experiences keep its customers and employees safe, while and services. Its loyalty program, The still giving them access to the retailer across Stash, allows customers to earn points for digital and physical channels. “Our teams exclusive merchandise and experiences for did a remarkable job serving our customers shopping and engaging with the brand. and delivering these second-quarter results The Stash can help customers earn one-of- during the most challenging operating a-kind rewards from their favorite athletes, environment in the company’s history,” Rick artists, and musicians, as well as limited- Brooks, chief executive officer of Zumiez Inc., edition merchandise, and once-in-a-lifetime said in a press release. “As an organization, experiences with brands and ambassadors. we successfully executed a quick and safe reopening of the majority of our stores in To help make shopping with the brand the quarter, while continuing to lean heavily as convenient and safe as possible for on our omni[channel] platforms to fulfill customers, Zumiez launched curbside strong demand for our distinct merchandise pickup during the COVID-19 pandemic. The offering.”

16 METHODOLOGY

All of the research was compiled in the third quarter • 0.75 points: can be earned across both of 2020. The scoring breakdown is as follows: channels but only redeemed in one, or can be redeemed across both channels but only Buy online, pick up in-store; Curbside pickup earned in one can buy online, pick up in-store and has • 1 point: • 0.5 points: can only be earned and redeemed ship-to-store (at all company stores) in one channel available for most items at most • 0.75 points: • 0.25 points: only credit card rewards program stores, but doesn’t necessarily ship to store • 0 points: no loyalty program • 0.5 points: only in-stock items (no ship-to-store) • v 0.25 points: only certain items when in stock Return products across channels (doesn’t allow for some items that may also be • 1 point: any item can be returned via mail or in stock, and not at all store locations) instore regardless of purchase source • 0 points: cannot buy online, pick up in-store • 0.5 point: online items can go back • 1 point: can buy online and pick up curbside, all via mail or in-store, in-store purchases products and all stores must be returned instore • .75 points: can buy online and pick up curbside • 0 points: all items must be returned in the at all stores, but not all products available channel in which they were purchased • .5 points: can buy online and pick up curbside, all products but not at all stores Ship from store/endless aisle Customers can order products from • .25 points: can buy online and pick up • 1 point: curbside, not all products and not at all stores kiosks in-store or a store associate will help them place an online order if the product isn’t available • 0 points: cannot buy online, pick up curbside in-store. All products are available for order. Search in-store products online • 0.75 points: Customers can order products • 1 point: can search/filter by store stock by from kiosks in-store or a store associate will product category and item help them place an online order if the product • 0.75 points: some product categories can be isn’t available in-store. Select products are searched, others can be searched only by item available for order. • 0.5 points: can search by store stock by item, • 0.5 points: Customers are given one option to not by category order online products in-store (store associate • 0.25 point: can search by store stock by item or kiosk). All products are available for order. only for certain items • 0.25 points: Customers are given one option to • 0 points: cannot search for in-store order online products in-store (store associate or products online kiosk). Select products are available for order. • 0 points: Endless aisle capability is not Shared cart made available. • 1 point: fully functional shared cart between desktop and mobile Consistent pricing across all channels • 0.5 points: glitches/has errors, but • 3 points: prices for all three items checked works eventually matches in-store and online • 0 points: mutually exclusive cart or errors • 2 points: prices for two of the three items without resolution checked matches in-store and online • 1 point: prices for one of the three items Loyalty points earned and redeemed across channels checked matches in-store and online can be earned and redeemed both • 1 point: • 0 points: none of the prices for the three items instore and online checked match in-store and online

17 Total Retail is the go-to source for retail executives looking for the latest news and analysis on the retail industry. Featuring a daily e-newsletter (Total Retail Report), robust website, virtual and live events, comprehensive research reports, podcast WHO channel, and more, Total Retail offers retail executives the information they need to do their jobs more effectively and WE grow their professional careers. Visit myTotalRetail.com. ARE Led by a former Forrester Research analyst, the NAPCO Research team crafts custom data-centric solutions that leverage our highly engaged audiences across the markets in which we operate, our industry subject matter experts and in-house research expertise. We partner with our clients to identify their unique business problem and create solutions that enable deeply informed decision making.

NAPCO Research can help with: • Business goal prioritization • Opportunity discovery • Market segmentation • Landscape insight • User needs and wants • Product features and functionality • Content marketing strategy • Sales strategy and tactics • Market conditions • Benchmarking • Industry trends • Brand awareness

Contact [email protected] for a research consultation. brought to you by WHO Orckestra is mdf commerce’s enterprise-grade platform, offering retailers and brands a single, scalable, user-friendly WE headless commerce engine to drive unified customer experiences online and in-store. Today’s consumers define their own path to purchase, and Orckestra builds products ARE that respond to this new omnichannel retail world. Built on the Microsoft Azure open cloud, our Commerce Orchestration™ Platform establishes a unique central commerce layer that unifies all retail systems and customer touchpoints, and helps enterprise organizations grow their business successfully in the global marketplace. We fuel digital innovation for leading retailers, grocers and branded manufacturers, enabling them to deliver differentiated commerce experiences faster with lower IT burden and operating costs, and maximum revenue growth.

brought to you by THE FREEDOM TO INNOVATE WITH OMNICHANNEL RETAIL

An omnichannel commerce platform that paves the way to a more connected shopping journey online and in-store. Our complete suite of commerce services and API-first approach help you quickly launch ecommerce solutions with built-in omnichannel capabilities.

FLEXIBLE API-FIRST POWERFUL ORDER SEAMLESS DIGITAL COMMERCE PLATFORM MANAGEMENT AND COMMERCE EXPERIENCE FULFILLMENT CAPABILITIES MANAGEMENT

Here to help you increase speed and flexibility in your omnichannel execution • Connect online and in-store shopping to create seamless experiences. • Drive sales with unified pricing and promotions across sales channels. • Manage all your markets and ecommerce sites in one place. • Leverage your stores to increase online sales and improve the fulfillment of online orders.