About the 2020 Omnichannel Index

The IMPACT Omnichannel Index is based on a thorough online and in-store analysis of the top 253 Scandinavian retailers and brands: 95 Danish, 71 Norwegian and 87 Swedish companies across 10 industries.

The index examines 51 criteria across web and in-store. Together with Danske Bank, we have compared the omnichannel results with available financial data such as the industries’ ability to increase earnings and turnover.

New questions have been added since last year. Omnichannel is not a static concept – new technologies give new opportunities, and new opportunities increase customers’ expectations.

5 phases of the buyer's journey

We use a model with 5 phases of the customer journey:


We have acted as customers, interacting with companies in all 5 phases – and a total of 51 touch points – in order to measure and show the shopping reality as it is at that very moment.

It’s a quantitative approach. We focus on whether the retailers actually meet the parameters we measure, more than the quality in which they act on it.

We are fortunate to have some awesome partners



Join the 2020 omnichannel
index event

Price: free

Join us digitally on October 1 where we’ll reveal this year’s winners. With keynotes from industry leaders, it’s an unmissable opportunity to recharge your omnichannel batteries.

Please note: Other agencies can not participate and will be signed off automatically.

Join the 2020 Omnichannel Index Event

Get to know our partners



Danske Bank is a Nordic bank with strong local roots and more than 145 years of experience. They provide advisory services to private banking customers as well as small and medium-sized businesses within various industries. They offer advice that adds value to business operations – ranging from sole proprietors to businesses that form part of a multinational group.


Raptor Services is a true omnichannel market leader within personalised recommendations. Their data platform collects, learns, and recognises each user and their individual behaviour – allowing businesses to offer relevant content and products across all platforms and channels. The behavioral understanding of processed data makes it possible to create individual customer profiles down to a 1:1 scale and improves the overall customer experience.


Stibo Systems, the master data management company, is the trusted source of MDM. Our solutions are the driving force behind companies that have unlocked the value of their master data. We give companies transparency – a single, accurate view of their master data. Stibo Systems is a privately held subsidiary of the Stibo A/S group, founded in 1794, and is headquartered in Aarhus, Denmark.


IMPACT Extend is a data-driven digital marketing agency that reveals insights into businesses and, with these insights, enables their clients to take advantage of bold business opportunities. By understanding the full user journey, they build and execute digital marketing plans that maximise ROI – both online and offline. They have helped B2B and B2C businesses such as GANNI, Imerco, and LogPoint.

Facts about the index


Retailers and brands

3 countries

Norway, Sweden, and Denmark

Spring 2020

Time of investigation


min. 20 physical store


estimated revenue of +500 mio. DKK

The industries

Accessories and Personal, Fashion. Home and Interior

Electronics, Shoes, Sports and Leisure, House and Garden

Department Stores, Animals, Gifts and Hobby, and Children's products