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ASOS comes top in digital customer experience study

Thursday March 17th 2016

Online fashion retailer ASOS has come top of the rankings in a digital customer experience study.

eDigitalResearch's latest eRetail Benchmark measures and assesses the entire end-to-end digital experience from the homepage to making a purchase and after sales care. It also covers key multichannel touch points, including web and mobile.

The latest study, which covers the Christmas trading period, found ASOS topped the table for its digital customer experience thanks in part to an “inspirational” homepage and “exceptional” site navigation. Consumers polled said they were also impressed by a seamless experience across digital devices and extensive range of product features.

John Lewis and Notonthehighstreet.com claimed the second and third spots respectively with scores just 0.2% and 0.3% below ASOS in the overall multichannel league table. H&M led the way when it came to mobile navigation with a top score of 93% due to the accuracy of its search facility.

Looking across the end-to-end digital customer experience, shoppers were found to be currently most satisfied with their collective search experience. Keyword search scored 8.57% higher than the checkout stage which is currently the lowest performing section of the digital customer journey.

Derek Eccleston, chief development officer at eDigitalResearch, said: "The end-to-end customer experience matters now more than ever and we are now beginning to see retailers invest heavily in their digital experience.

“A great customer journey is fundamental to a brands success and in 2016, tapping into customers emotions will becomeone of the only ways retailers will be able to differentiate themselves - the tools andtechnology are now out there to enable retailers to do this and using them to their maximum potential is key to delivery customers' expectations."