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 overall (90% or higher) across the benchmark reports, while even the poorest performer in the retail sector scored 73%, which is well above the worst performers in the other sectors.
“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.”
23 September 2010