UKs best E-tailers named in online retail customer satisfaction survey
The Index looked at the UK’s top 40 online retail websites during December. After a huge year-on-year increase in online customer satisfaction from 2008 to 2009 (from 67 to 71 on a 100-point scale), customer satisfaction has increased only slightly in 2010 (from 71 to 72).
This is significant because highly satisfied visitors to retail websites in the UK say they are 57% more committed to the brand overall, 59% more likely to purchase online, 33% more likely to purchase offline, and 69% more likely to recommend the retailer. There is a powerful and quantifiable impact when customers have a good experience, with demonstrable return on investment.
Despite these findings, the research also indicates that the gap between the best retail websites in the UK and the rest is huge and possibly widening. While the year-on-year increase in satisfaction is small in the aggregate, individual retailers have seen big gains. The best and biggest online retailers are typically providing a much better online experience, and smaller retailers are falling further behind.
The leaders included Amazon.com (84) which was measured for the first time this year as a separate site, and it slightly edges out the long-standing top performer amongst UK online retailer, Amazon.co.uk (83).
Perennially high-scoring Play.com increases two points to round out the top three companies scoring over 80 (last year, only one website scored over 80, generally considered the threshold for excellence whilst using this methodology).
John Lewis increases one point to 78, and Marks and Spencer enters the top five for the first time in the study’s four-year history with a five point year-on-year increase.
Internet pure plays outperformed multichannel retailers again: Pure Plays score 76, up two points on last year. Retail chains score 72 and Multichannel retailers score 71, up by 2 and 1 point respectively on last year and trailing the Internet pure plays significantly.
Regarding social media, fewer than 4 percent of online Christmas shoppers report being primarily influenced by social media channels to visit a website. 10 percent visit websites as a result of a promotional email and 13 percent as a result of search engine trawls. A huge 46 percent are primarily influenced by their familiarity with a brand.
10 percent of shoppers have accessed the website for the company they rated via their mobile phone. Those that did were primarily using their mobile or smart phone to look up prices, compare product specifications, or do product research. Only 1.3 percent of all online shoppers actually made a purchase on their mobile phone.
Nearly half of site visitors (49 percent) come to a website just to research; not to buy. Roughly one-fifth of shoppers plan to research online and then buy in the store; a multichannel impact and value that is probably not captured or quantified by the retailer in question.
ForeSee Results Online Retail Satisfaction Index (UK Christmas Edition) is based upon a customer satisfaction methodology developed at the University of Michigan.
The Retail Bulletin is organising their 2nd Multichannel Summit, to be held in London February 2nd 2011. The event is sponsored by k3 retail and will look at how retailers can maximize profits, market share and loyalty through cost effective, seamless, integrated multichannel strategies.
If you would like to attend as either a delegate or Networking Partner, go to www.retailbulletinconferences.com/multichannel2011
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