Leading online fashion retailer ASOS have topped Voice of the Customer specialist eDigitalResearch’s (edr) latest eRetail Benchmark thanks to their outstanding digital customer experience.
eDigitalResearch (edr) have been benchmarking the ever-growing digital customer experience field for over fifteen years now, having championed the notion of the online customer journey way back in 1999. The eRetail Benchmark measures and assesses the entire end-to-end digital experience – from the homepage to making a purchase and after sales care – and covers key multichannel touch points, including web and mobile.
The latest study, looking at the crucial Christmas trading period, found ASOS top the table for their digital customer experience thanks in part to an inspirational homepage and exceptional site navigation. Surveyors were particularly impressed with seamless experience across digital devices and extensive range of product features.
John Lewis and Notonthehighstreet.com claim the second and third spots respectively with scores just 0.2% and 0.3% below ASOS in the overall multichannel league table. H&M lead the way when it comes to mobile navigation with a top score of 93% thanks to their extremely accurate search facility, making it quick and simple to browse their entire range.
Looking across the end-to-end digital customer experience, shoppers are currently most satisfied with their collective search experience – keyword search scores a staggering 8.57% higher than the checkout stage, currently the lowest performing section of the digital customer journey. Analysis clearly shows that shoppers are satisfied at the start of their digital purchase journey on homepages and keyword search. However, retailers need to ensure the rest of their path to purchase leaves a lasting impression on their customers.
eDigitalResearch’s (edr) insight into the future of retail foresees the next twelve months to be the year of emotion. With this in mind it’s predicted that retailers will use emotion and technology as a key driver to deliver the right experiences to the right people at the right time. Integrating real-time technology into the digital journey will become key in delivering a truly great customer experience.
Derek Eccleston, Chief Development Officer at eDigitalResearch (edr), comments, “The end-to-end customer experience matters now more than ever and we are now beginning to see retailers invest heavily in their digital experience. A great customer journey is fundamental to a brands success and in 2016, tapping into customers emotions will become one of the only ways retailers will be able to differentiate themselves – the tools and technology are now out there to enable retailers to do this and using them to their maximum potential is key to delivery customers’ expectations.”
eDigitalResearch (edr) have complied a comprehensive eBook on the future of eRetail and the ever-changing customer experience. For a copy of the eBook featuring the full results and insight, please complete the following short registration survey: https://edigitalsurvey.com/survey/enter/s/ESV-764228069