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Traditional retailers improving online
Traditional retailers are upping their game to compete online more effectively, according to new research.
The e-retail index, published by eDigitalResearch, shows that traditional retailers are capitalising on their multi-channel operations and performing better against 'pureplay' online-only rivals.Marks and Spencer has topped the quarterly index, now in its tenth year, fo
“These results clearly show that people are changing their opinions about the ability of traditional retailers to compete online with their pureplay rivals,” says Head of Research at eDigitalResearch Derek Eccleston. “Our recent e-customer service index has already identified that online will continue to grow over the coming year, and with more and more traditional retailers extending their high-street reach online, it is equally vital that they get it right to continue competing with the high standard that pureplay is setting.”
“Recognition of the entire journey that each customer goes through is the key to success,” adds Eccleston. “It is not just about the homepage through to shopping basket, but how purchase, delivery, email and telephone contact is handled. Marks and Spencer has made a significant investment in the entire customer journey, improving in all areas of its website, and particularly strong supporting communications. Telephone and email contact continues to rise in importance every quarter.”
The index surveyed 43 of retail's top performing websites and uses the unique eMysteryShopper tool to evaluate each site based on the entire customer journey, from first impressions, homepage, shopping basket, purchase, delivery and supporting communications. One of the questions establishes a Net Promoter Score (NPS) to determine which companies are most likely to be recommended. This revealed that three of the top five retailers for positive word-of-mouth were traditional retailers. Last quarter, only one of the top five was a traditional retailer. John Lewis topped the table for word-of-mouth.
Tagged as: Marks & Spencer | John Lewis | ASOS | Next | House of Fraser | BHS
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