(PRWEB) September 25, 2010
Javari, the standalone footwear, shoes and handbags company from Amazon and relative newcomer in the retail sector, has claimed the top spot in the latest eRetail Benchmark study from eDigitalResearch. This is a clear testament that new sites can learn from the experiences of the early e-commerce adopters, combining clear and easily navigable web pages with a seamless purchasing process across multiple touch points.
The study used online mystery shoppers to benchmark website performance across 51 leading retailers from the homepage to the checkout. Javari achieved an excellent overall satisfaction score of 90%, with the secrets of its success down to its detailed product images, best in-class search tools and an Amazon-style check-out which made purchasing simple.
The Benchmark study reflected an increased industry-wide focus on product detail and search and navigation, with 360 degree images and improved filtering tools contributing to a peak in overall consumer satisfaction. However, more focus still needs to be given to customer service, with consumer satisfaction scores dipping at telephone and email support.
While Javari and Amazon claimed the top positions, Next, Woolworths and John Lewis also featured in the top five, highlighting the levelling of the playing field between bricks-and-mortar organisations and pure-play providers. Multiple channel retailers continue to excel at customer service, bringing their high-street experience into the online environment, but ASOS.com is now the exception to the rule. Scoring 100% for its one-hour email response service, it sets itself apart from other pure play providers that don’t even have an email function.
Derek Eccleston, Research Director for eDigitalResearch explains: “While improved product detail and advanced search will continue to be a core area of development across the retail sector, more resource and investment needs to be given to customer service support. Customers will continue to contact retailers through their preferred medium of choice and the failure to adequately respond to customer enquiries across telephone and email channels will hugely detract business.”
While customer service contact continues to be the main bone of contention for retail customers, the sector as a whole continues to set the standard for other industries. Javari, and M&S are examples of those that have scored within the top ecommerce bracket (90% or higher), while even the poorest performer in the retail sector scored 73%, which is well above the worst performers in the other sectors.
Derek concludes: “This highlights the continued investment that retailers are putting into their online marketing strategies. Other sectors are increasingly looking to mirror the retail sector, introducing video and interactive photography onto their product pages, as well as improving their search and navigation functions. However, customer service contact is still the biggest pressure point that affects every industry sector and this is where online marketers can really differentiate their offering.”
To download the latest report, visit our website: http://www.edigitalresearch.com/benchmarking
For further information, contact Natalie Lyndon on 023 8021 5389, or email: natalie(at)merchantmarketinggroup(dot)com
Notes to editors
- eDigitalResearch has the largest ‘norms’ database across the retail sector and is able to offer clients and the market a unique view of what ecommerce shoppers are looking for from an eRetail site.
- eDigitalResearch has been undertaking ‘end to end’ eMysteryShopper surveys on the top UK Internet retail sites since Christmas 2000.
- With its in-depth research it can benchmark and plot the development of retail websites over the last ten years.
- As a result it has an unprecedented level of knowledge, expertise and research data covering the development of some of the top UK internet retail sites.
- eMysteryShopper (eMS) provides in-depth and structured study of website usability, functionality, supporting logistics and customer service through our unique panel of profiled UK Internet users. Working under strict Non Disclosure Agreements these profiled individuals are paid to complete ‘end to end’ surveys on selected websites.
- eDigitalResearch currently works with over 10,000 profiled UK eMysteryShoppers (surveyors) carrying out end to end usability studies on over 55 sites at any one time. Surveyors all complete strict assessment criteria and operate under stringent quality control and ongoing survey moderation.
eDigitalResearch is a leading provider of digital market research, enabling customers to make critical business decisions with the benefit of comprehensive consumer insight and informed direction. eDigitalResearch possesses a unique combination of research expertise, marketing background, web technology and knowledge of the cross-channel consumer. As well as providing invaluable research data, the modules of our fully integrated research system - ratings, surveys, panels, communities and forums - can combine to provide holistic analytics and essential market-leading insight. This gives our clients the power, confidence and backup to make crucial decisions on key aspects of their business including product range, marketing, customer service, supply chain, even basic positioning. http://www.edigitalresearch.com
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