Press Release

Manhattan Associates and IHL Group Survey Reveals the Key to Maximising Omnichannel Profits

Optimising digital customer journeys can increase margins by up to 8 points

NEW YORK, January 12, 2020

A recent survey by Manhattan Associates Inc. (NASDAQ: MANH) and IHL Group has uncovered a strong correlation between omnichannel fulfilment maturity and margins. The survey found retailers that optimise digital customer journeys see substantial improvements in their margins — anywhere from 3 to 8 points higher than retailers who have not optimised. However, despite these results, less than thirty percent of the retailers surveyed have optimised these processes.

IHL Survey

Consumer demand for more personalised shopping experiences is driving the creation and expansion of omnichannel fulfilment services, such as buy online pickup in-store (BOPIS), ship from store and curbside pickup. Historically, retailers scrambled to patch together multiple, disparate legacy systems in an attempt to satisfy growing fulfilment demands. However, many retailers have realised that these fulfilment methods often carry additional costs and complexity which have cut into their margins, creating the need to optimise digital customer journeys.

IHL Survey

“With expanding fulfilment options and rising customer expectations, the retail market is rapidly growing in complexity,” said Greg Buzek, president of IHL. “Retailers need to quickly pivot to solutions designed and engineered for the way consumers shop today and into the future. Those who have optimised these customer journeys are racing ahead in profitability.  Those who have not are losing many points of margin on every sale.”

“The best way to deliver profitable and effective omnichannel experiences is through the use of a unified commerce platform that was created specifically for the way we shop today,” said Chris Shaw, senior director, Product Marketing and Analyst Relations for Manhattan Associates. “Manhattan Active® Omni is the most advanced unified commerce solution ever engineered. It is the first of its kind and specifically designed to deliver profitably on every omnichannel promise.”

Commissioned by Manhattan Associates and conducted by IHL, a global research and advisory firm, the survey was completed by over 300 retail brands in North America. To learn more about the findings, visit

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About IHL Group

IHL Group is a global research and advisory firm headquartered in Franklin, Tennessee, that provides market analysis and business consulting services for retailers and information technology companies that focus on the retail industry.

About Manhattan Associates

Manhattan Associates is a technology leader in supply chain and omnichannel commerce. We unite information across the enterprise, converging front-end sales with back-end supply chain execution. Our software, platform technology and unmatched experience help drive both top-line growth and bottom-line profitability for our customers.

Manhattan Associates designs, builds and delivers leading edge cloud and on-premises solutions so that across the store, through your network or from your fulfillment center, you are ready to reap the rewards of the omnichannel marketplace. For more information, please visit

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