A recent study by eDigitalResearch, entitled the ‘eChannel Retail Benchmark’ report, has recently found that Amazon tops the list of retailers in terms of digital customer experience in the UK. The report consists of a mystery shopper survey which looked at the customer experience at ten retailers; including an insight into the first impressions of a website, mobile site or app, all the way through to the final purchase process.
The multichannel functionality of Amazon is what helped it secure the top spot, Warc reports, with the search and purchase stages of the customer journey receiving particularly positive feedback.
Amazon was followed by Debenhams and Marks & Spencer. Debenhams recently installed an update on its website – modernising the design – which is thought to have helped it secure second place. Marks & Spencer, on the other hand, slipped down from first in a previous study to third this year due to a poorly executed site re-launch which received negative reviews regarding first impressions and the final purchasing stage.
The final retailers surveyed – in order of ranking – were John Lewis; Topman and ASOS (which came joint fifth); House of Fraser; Topshop; New Look and Laura Ashley.
Amazon also scored top in a separate report conducted last year by ForeSee – a US based provider of customer experience analytics. Derek Eccleston, the commercial director at eDigitalResearch, noted that “Amazon clearly understand their customers” and they have “long led the field with their multichannel customer experience, introducing ideas such as predictive search text and one-click purchases.”
Customer experience success can be boiled down to providing a consistent experience across all channels, the article notes, which will keep customers returning.