Interflora improves eChannel customer satisfaction following developments to their mobile touch points

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Leading high street florists Interflora have climbed an impressive eight places to take the third spot in the latest eDigitalResearch eChannel Retail Benchmark league table after beginning to make several key developments to their mobile touch points.

The eDigitalResearch benchmark study, which took place over the vital festive period between November and January, found that the notable leap in shopper satisfaction was due to several upgrades to the Interflora’s mobile site and app, including the introduction of standard features such as an in-built keyword search function and predictive text. Interflora were one of the very first UK retailer’s to release a mobile optimised site back in 2009 but failed to capitalise on their early arrival to the mobile market with a limited number of upgrades and developments. The results also highlighted a rise in shopper’s satisfaction of the overall look and feel of Interflora’s mobile site, coming out on top for the homepage and first impression sections of the customer journey.

Marks & Spencer’s topped the overall league table for a second time running. After redeveloping the look and feel of their mobile channels in 2012, the study found that they are continuing to provide an excellent end to end customer experience across all of their online and mobile touch points. Shoppers particularly liked features such as their in-built app barcode scanner and stock checkers on their product pages. Amazon came a close second overall and just 0.6% behind Marks and Spencer’s after also introducing several noticable upgrades to their mobile channels.

Derek Eccleston, Commercial Director at eDigitalResearch, comments, “More and more people are turning to their mobiles and online channels to shop and browse. Our current tracking results show that over half (60%) of UK adults now own a smartphone and half of these (51%) are already turning to their devices to browse for retail products. And as more people take to their smartphone to shop and browse, expectations are growing. Mobile shoppers want a quick, simple and seamless process no matter what channel they are using to shop.

Evaluating and assessing your multiple channels is vital in making sure that they match customer expectations and provide a trouble-free experience that will keep shoppers returning again and again. Our results show that those brands that have made clear changes to their mobile channels with upgrades and developments are consistently providing a better end to end customer experience and topping the benchmark league tables”.

Overall results from the eChannel Retail Benchmark shows that mobile apps continue to disappoint multichannel shoppers, especially when compared directly to a retailer’s online counterparts. Product pages remain a particular problem area of the mobile customer journey and one that retailer’s need to address if they are to improve their multichannel customer’s overall satisfaction.

Those retailers who came lower down the league table often frustrated users with slow to load pages, security concerns and issues with the shopping basket and ordering process, leading to a disjointed customer experience overall.

To download your copy of the eChannel Retail Benchmark results please complete the following short registration survey:

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Lisa Bonczyk
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