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  • 1. For informed direction eDigitalResearch eRetail Benchmark Study Issue 33 Prospect Client March 2010 – April 2010 Screenshot here Private & & Confidential Private Confidential © eDigitalResearch 2010 © eDigitalResearch 2009 Private 33Confidential Issue & © eDigitalResearch 2010 Issue 33 1
  • 2. eMysteryShopper Background eDigitalResearch has been undertaking „end to end‟ eMysteryShopper surveys on the top UK Internet retail sites since Christmas 2000 With our in-depth research we can benchmark and plot the development of retail websites over the last ten years As a result we have an unprecedented level of knowledge, expertise and research data covering the development of some of the top UK internet retail sites eMysteryShopper 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 We currently work with over 10,000 profiled UK eMysteryShoppers (surveyors) carrying out end to end usability studies on over 60 sites at any one time. Private & Confidential 2 © eDigitalResearch 2010 Issue 33
  • 3. eMysteryShopper „v‟ Lab usability We believe that the „usability‟ of any live and currently functioning web site should be based on the opinions of as many profiled users as possible. Respondents should also be using their own equipment and internet connections mirroring as closely as possible the clients‟ own mix of user. This is opposed to deploying one-to-one interviews in „laboratory‟ conditions This „end to end‟ usability technique provided by eMysteryShopper has the following advantages:- Provides both qualitative and quantitative data that allows both pre and post site change analysis Allows for quantitative benchmarking versus main competitors Allows benchmarking versus „best in breed‟ in other areas of the internet Allows users to complete feedback using their own familiar equipment Users complete surveys when they want ; across all times of the day and week with little interference or influence from facilitators or fellow focus group members Enables the surveyor to give feedback on the actual product delivery and associated customer service support Private & Confidential 3 © eDigitalResearch 2010 Issue 33
  • 4. Key Findings This latest eRetail Benchmark study points to the following sites as leading the industry either across all or within specific customer touchpoints. JD Sports Placed 1st across all customer touchpoints. A consistently strong performance for both front end (online) and back end (delivery/customer contact) systems. Particularly strong on Product detail pages, checkout process and customer contact. It is this combined performance of an effective and engaging website combined with strong offline back end system to support customer contact M&S Another good all round performance across all sections, with very high scores on site search (keyword). John Lewis Consistently in the top quartile across all sections moving to the top 10 when customer contact was made. Amazon Whilst scoring lower on some areas, Amazon achieved high ratings on navigation, despite the extensive online range, boosted by the ability to pre filter a keyword search by department and easy to use filtering options. Once registered Amazon provided our surveyors with a smooth and quick checkout process and email support. Asos Would have been placed in the top 5 were it not for the inability for customers to telephone. Although asos has an industry leading response time (1 hour) on email queries, this mono-channel customer contact proposition does not appeal to all customers, who marked asos down for not being able to telephone an advisor. Private & Confidential 4 © eDigitalResearch 2010 Issue 33
  • 5. Summary The latest eRetail Benchmark results highlight key areas of strength and weakness throughout the customer journey. Across the sector, retail websites achieve their highest ratings for search and navigation, driven by effective site search (keyword) tools, clear navigation (Left hand and top tabs) and subsequent filtering/refining of results. Top performers were M&S and HMV for site search and New Look and Figleaves for navigation. However, although overall this area performed well, there was still some variability across the websites surveyed, particularly for site (keyword) search. Key causes of frustration for our surveyors were irrelevant results returned from site search and the inability to filter/refine results returned or the filter options being different to what was needed. The key underperforming area was email customer contact which was primarily driven by the speed of response, with an average of 29% of emails responded to within 12 hours. There was also a very high degree of variability in the customer experience with some outstanding service but also examples of poor service. Our research indicates customer expectations are for a response to an email query (which actually addresses the query) within 12-24 hours. Moreover, the industry is moving fast with asos now promising a response within 1 business hour to all email queries – this will only serve to increase customer expectations and force the industry to address their strategies for this customer touchpoint. Another area of mixed performance was for the product detail pages, which are the primary source of a customers purchasing decision. Industry leading sites were Figleaves, JD Sports and asos, who provide all the customer information required to make a purchase decision. These sites delivered well on the basics of clear pricing and product benefits, but also provided alternative product images and relevant product recommendations. Asos now have a „view catwalk‟ video on the majority of their products giving the customer an alternative way of viewing the product on a real model. Private & Confidential 5 © eDigitalResearch 2010 Issue 33
  • 6. „Norms‟ - allowing quantifiable benchmarking Definitions: Excellent - Exceeds expectations - at least as good as the best sites - Special features that have surprised and delighted. 90%+ compares to top ecommerce sites. Average – Just on par with other internet sites - Elements are okay - A reasonable experience but nothing special . Below 85% may also need attention. Requires attention – mostly understood but not on par with the best – should be investigated and has issues that require review. Poor - Not available or not useful and difficult to follow. Difficult to use. Slow and contains mistakes. Will be adversely affecting user experience. Very Poor - Did not work or has serious errors. Requires urgent attention if available. Scoring : The percentage score is calculated by taking the score given by surveyors for each question and dividing by the total possible amount for each question. Excellent Average Requires Poor Very Attention Poor Benchmarking 4 3 2 1 0 Banding Score 90% or more 80%-89.9% 70%-79.9% 50%-69.9% Less than 50% (approx) Private & Confidential 6 © eDigitalResearch 2010 Issue 33
  • 7. eRetail Benchmark Private & Confidential 7 © eDigitalResearch 2010 Issue 33
  • 8. eMysteryShopper Methodology • An eMysteryShopper survey was conducted to compare the end to end usability of 49 leading UK retail web sites • For each site, 20 surveys were completed. Of these, 10 surveyors completed purchases, and 5 surveyors completed refunds. Brand Loyalty • The survey looks in detail at the following site sections: First Returns/ Impressions/ Refunds Homepage • First Impressions (Homepage) • Browse • Search – Navigation and Keyword • Items Found (Product Pages) Customer eRetail Benchmark Navigation Shopping Basket Contact • (Telephone/ (Browse and Search) • Purchase email) • Registration / Login • Delivery • Returns / Refunds • Customer Service Contact (Telephone) Delivery Product Pages • Customer Service Contact (Email) Shopping Basket & • Collection was carried out using the eMysteryShopper Purchase Panel of internet users in March and April 2010 • Percentage scores refer to weighted average, where if all surveyors gave the top score the result would be 100% Private & Confidential 8 © eDigitalResearch 2010 Issue 33
  • 9. 49 retail websites benchmarked Private & Confidential 9 © eDigitalResearch 2010 Issue 33
  • 10. Brand Loyalty Returns/ First Impressions/ Refunds Homepage Overall Performance The end Customer Contact (Telephone/ to end Navigation (Browse and email) customer Search) journey Product Delivery Pages Shopping Basket & Purchase Private & Confidential 10 © eDigitalResearch 2010 Issue 33
  • 11. Customer satisfaction across the customer journey Telephone Email Search Search Shopping Customer Customer Homepage (Keyword) (Navigation) Product pages Basket Purchase Delivery Services Services Satisfied Dissatisfied Private & Confidential 11 © eDigitalResearch 2010 Issue 33
  • 12. Best and worst practice across the customer journey Satisfied Dissatisfied *NB: No email contact available for Play, BHS and Asda Direct. No telephone contact available for asos. No keyword search for „onestop‟phoneshop These websites were given a score of zero. Private & Confidential 12 © eDigitalResearch 2010 Issue 33
  • 13. Overall score: End to end process JD Sports achieve 1st place overall. The high score has been mainly driven by good online performance (best in class product pages) as well as excellence for offline aspects - delivery and customer services. Private & Confidential © eDigitalResearch 2010 Issue 33 13
  • 14. First Impressions Brand Loyalty (Homepage) Returns/ First Impressions/ Refunds Homepage Customer Navigation Contact (Browse and (Telephone/ Search) What are customers‟ first impressions of the email) site when they land on the homepage? Is the website proposition clear? Delivery Product Pages Shopping Do they want to continue to browse and Basket & Purchase shop? Private & Confidential © eDigitalResearch 2010 Issue 33 14
  • 15. First Impressions (Homepage) The promotional advertisements clearly stand out Bright homepage with easy navigational “The home page is well options organised and easy to navigate. The advertisement for the 70% off blue cross sale clearly stands Clear and logical “The home page is very bright out and encourages me to look layout and easy to navigate, it shows all further” - Debenhams the current offers and “The home page is clearly laid promotions” - Debenhams out and it was easy to find the area of interest”- Debenhams Private & Confidential 15 © eDigitalResearch 2010 Issue 33
  • 16. Search & Browse Brand Loyalty Returns/ First Impressions/ Refunds Homepage Is it clear how to navigate the site? Customer Navigation Contact (Browse and (Telephone/ Search) email) Does the keyword search produce accurate and relevant results? Product Delivery Pages What is the scope of the search? Can you Shopping Basket & filter results? Purchase Private & Confidential © eDigitalResearch 2010 Issue 33 16
  • 17. Search (via Keyword) “The search button was easy to Easy to locate and locate and use. I found all the notice search box searches quickly and accurately”– M&S Intuitive, fast and accurate keyword search facility “The keyword search was very accurate and had many options to refine it. It was fast and corrected spelling errors” – M&S Private & Confidential 17 © eDigitalResearch 2010 Issue 33
  • 18. Search (Navigation) “The navigation buttons at the top are very clear and easy to understand and use” – Argos Logical and easy to use Top navigation buttons Left hand navigation filters facilitate researching process “Navigation around the site is really simple. I love the was you can filter the products by department and price and that it shows you how many are in each filter selection” – Argos Private & Confidential 18 © eDigitalResearch 2010 Issue 33
  • 19. Product Pages Brand Loyalty Returns/ First Impressions/ Refunds Homepage Is there enough information to buy from Customer Contact Navigation the page? (Browse and (Telephone/ Search) email) Is product information clear and detailed? Product Delivery Pages Are there alternative images of the Shopping product? Can you see detail? Basket & Purchase Private & Confidential 19 © eDigitalResearch 2010 Issue 33
  • 20. Product Pages (Items Found) Clearly displayed prices Zooming facility enable to view products in greater detail Good quality photos depicting product from different angles “The item pages were perfect. You were offered several photos of the item, as well as a good description. The ability to zoom in on the photos meant you could see the photos in greater detail” – Figleaves Private & Confidential © eDigitalResearch 2010 Issue 33 20
  • 21. Shopping Basket Brand Loyalty Returns/ First Impressions/ Refunds Homepage Is it clear what items are in your basket? Are you shown an image / description? Customer Navigation Contact (Browse and (Telephone/ Search) email) Are delivery options and timescales shown? Product Delivery Pages Are you confident this is a secure site? Shopping Basket & Purchase Is it easy to add / remove items from your basket or continue shopping if you wish? Private & Confidential © eDigitalResearch 2010 Issue 33 21
  • 22. Shopping Basket Clearly displayed “The shopping basket clearly shows the items product pictures in the basket - description and photo” – New Look Clearly displayed security logos and payment methods “The shopping basket was excellent - I liked that there are Full list of available delivery pictures in there of the products and that you can select your methods and charges delivery type and it tells you the cost and the length of time it will take” – New Look Private & Confidential © eDigitalResearch 2010 Issue 33 22
  • 23. Purchase Brand Loyalty Returns/ First Impressions/ Refunds Homepage Are instructions through checkout clear and straightforward? Customer Contact Navigation (Browse and (Telephone/ Search) email) Is the payment made in a secure environment? Product Delivery Pages Do you receive an order confirmation Shopping Basket & online and/or via email? Purchase Private & Confidential © eDigitalResearch 2010 Issue 33 23
  • 24. Purchase Easy and straightforward checkout process All content and information is transparent, allowing for smooth transaction “An absolutely faultless and completely easy to follow ordering process. Everything is well detailed and simply explained” – Amazon “The order process is very straightforward, with clear and user-friendly instructions. There was a good choice of delivery options. I received a confirmation immediately, which was well laid out, with clear purchase information and return policy clearly explained” – Amazon Private & Confidential © eDigitalResearch 2010 Issue 33 24
  • 25. Delivery Brand Loyalty Returns/ First Impressions/ Refunds Homepage Did the item arrive within the specified timescale? Customer Contact Navigation (Browse and (Telephone/ Search) email) Were the item(s) in good condition? Product Was inner and outer packaging suitable? Delivery Pages Shopping Basket & Purchase Was all relevant delivery documentation and information included? Private & Confidential © eDigitalResearch 2010 Issue 33 25
  • 26. Delivery experience Helpful text message informing customers about the delivery time “The 2 texts were very useful to confirm/change delivery, plus it was good to receive info on actual delivery time” – JD Sports “The delivery service is one of the best I have experienced. Order was in excellent condition” - asos Private & Confidential © eDigitalResearch 2010 Issue 33 26
  • 27. Delivery timescale Percentage of deliveries that were made on time or early: Vast majority of online retailers benefit from punctual delivery times “The order was received on time and in excellent condition. It was well packaged. The delivery note was clear and accompanied by clear returns information” - asos Average deliveries made on time/early: 89% “The order arrived very promptly. It was well packaged and the goods were presented very well. The documentation was clear and easy to understand” – Ann Summers “The order arrived in 2 days, well inside the delivery timescale. It was well packaged and in excellent condition. Delivery documentation was clear and helpful.” – M&S Private & Confidential © eDigitalResearch 2010 Issue 33 27
  • 28. Customer Service Contact Brand Telephone Loyalty Returns/ First Impressions/ Refunds Homepage Was it easy to find relevant contact information and get through to customer Customer Contact Navigation services? (Browse and (Telephone/ Search) email) Was the advisor polite, helpful and professional? Delivery Product Pages Shopping Basket & Were they able to answer your query Purchase fully? Private & Confidential © eDigitalResearch 2010 Issue 33 28
  • 29. Customer Service Contact - Telephone Prompt and quick response to telephone query Friendly, polite and knowledgeable customer service advisor “My call was answered promptly and I was happy with the response given. The call taker was able to answer query without having to put me on hold to consult with another”– New Look asos were given a score of 0 (zero) for having no email contact facility Private & Confidential © eDigitalResearch 2010 Issue 33 29
  • 30. Telephone (time taken to answer) Polite and friendly customer service advisors who take an ownership of any raised issue “I was very impressed with the service. My call was answered by a live operator immediately, who listened to my query and responded in a friendly, courteous and efficient manner. She answered my “A very polite and helpful advisor answered query confidently and made me feel that she was my call, which assured me that in an event happy to help” - Waitrose of dissatisfaction I could easily turn to their telephone service and would not be let down” -Waitrose Private & Confidential © eDigitalResearch 2010 Issue 33 30
  • 31. Customer Service Contact Brand Loyalty email Returns/ Refunds First Impressions/ Homepage Did you get a satisfactory response to your email enquiry? Customer Contact Navigation (Browse and (Telephone/ Search) email) How long did it take to receive a response? Product Delivery Pages Shopping Basket & Purchase Private & Confidential © eDigitalResearch 2010 Issue 33 31
  • 32. Customer Service Contact - email Surveyors were impressed with the quality and speed of an email response “I received an automated e-mail acknowledging receipt of my message. I got a full response within an hour. This was very well written and “I was very impressed with how quickly me addressed my query. The staff member email enquiry was responded to. The reply demonstrated good knowledge and offered was friendly and very helpful” - Ocado further ways to contact the company if required”- Ocado BHS, Play and Asda were given a score of 0 (zero) for having no email contact facility Private & Confidential © eDigitalResearch 2010 Issue 33 32
  • 33. email – time taken to respond Speed of email response is vital for maintaining high levels of customer satisfaction “I received a very prompt reply, which answered my query fully and was well written and courteous. My experience was therefore extremely positive and it would encourage me to use this site again..” - Amazon Private & Confidential © eDigitalResearch 2010 Issue 33 33
  • 34. Results and summary Private & Confidential 34 © eDigitalResearch 2010 Issue 33
  • 35. Summary This latest eRetailBenchmark study points to the following sites as leading the industry either across all or within specific customer touchpoints. JD Sports Placed 1st across all customer touchpoints. A consistently strong performance for both front end (online) and back end (delivery/customer contact) systems. Particularly strong on Product detail pages, checkout process and customer contact. It is this combined performance of an effective and engaging website combined with strong offline back end system to support customer contact M&S Another good all round performance across all sections, with very high scores on site search (keyword). John Lewis Consistently in the top quartile across all sections moving to the top 10 when customer contact was made. Amazon Whilst scoring lower on some areas, Amazon achieved high ratings on navigation, despite the extensive online range, boosted by the ability to pre filter a keyword search by department and easy to use filtering options. Once registered Amazon provided our surveyors with a smooth and quick checkout process and email support. Asos Would have been placed in the top 5 were it not for the inability for customers to telephone. Although asos has an industry leading response time (1 hour) on email queries, this mono-channel customer contact proposition does not appeal to all customers, who marked asos down for not being able to telephone an advisor. Private & Confidential 35 © eDigitalResearch 2010 Issue 33
  • 36. Summary The latest eRetailBenchmark results highlight key areas of strength and weakness throughout the customer journey. Across the sector, retail websites achieve their highest ratings for search and navigation, driven by effective site search (keyword) tools, clear navigation (Left hand and top tabs) and subsequent filtering/refining of results. Top performers were M&S and HMV for site search and New Look and Figleaves for navigation. However, although overall this area performed well, there was still some variability across the websites surveyed, particularly for site (keyword) search. Key causes of frustration for our surveyors were irrelevant results returned from site search and the inability to filter/refine results returned or the filter options being different to what was needed. The key underperforming area was email customer contact which was primarily driven by the speed of response, with on average on 29% of emails responded to within 12 hours. There was also a very high degree of variability in the customer experience with some outstanding service but also examples of poor service. Our research indicates customer expectations are for a response to an email query (which actually addresses the query) within 12- 24 hours. Moreover, the industry is moving fast with asos now promising a response within 1 business hour to all email queries – this will only serve to increase customer expectations and force the industry to address their strategies for this customer touchpoint. Another area of mixed performance was for the product detail pages, which are the primary source of a customers purchasing decision. Industry leading sites were Figleaves, JD Sports and asos, who provide all the customer information required to make a purchase decision. These sites delivered well on the basics of clear pricing and product benefits, but also provided alternative product images and relevant product recommendations. Asos now have a „view catwalk‟ video on the majority of their products giving the customer an alternative way of viewing the product on a real model. Private & Confidential 36 © eDigitalResearch 2010 Issue 33
  • 37. eDigitalResearch – Mobile enabled Sites With some websites now launching a version of their site design specifically for mobiles. This development is a major boost for customers who will now be able to search, browse and shop their favourite sites whilst on the move. eDigitalResearch have begun evaluating each of the websites within eRetailBenchmark using at least ONE survey being completed based on viewing the site from an i-Phone. Although this is small scale, initial results indicated a high degree of variability for the customer experience, even when only browsing the site. Private & Confidential © eDigitalResearch 2010 37 Issue 33
  • 38. Comparing the eDigitalResearch Benchmark studies Private & Confidential 38 © eDigitalResearch 2010 Issue 33
  • 39. eDigitalResearch Benchmark comparison Industry Comparison High, Low & Average scores Satisfied Dissatisfied (45 websites surveyed) (15 websites surveyed) (49 websites surveyed) (12 websites surveyed) Private & Confidential 39 © eDigitalResearch 2010 Issue 33
  • 40. Information on eDigitalResearch Private & Confidential 40 © eDigitalResearch 2010 Issue 33
  • 41. eDigitalResearch – Who are we and what do we do We are one of the • own system leading providers of • outstanding technical support digital market research • team of research professionals (MRS/ESOMAR) We are migrating • reducing costs traditional market research to digital • faster results methodologies • improving accuracy We are developing and • social networking (digital communities) introducing innovative • automated intelligent qualitative analysis research solutions • industry norms/benchmarking Private & Confidential 41 © eDigitalResearch 2010 Issue 33
  • 42. Product overview eMysteryShopper eDigitalSurvey ePanelManager • „Closed group‟ research • „Open‟ user research • Omnibus research • Usability & • Visitor/user opinion • Client panel management „end to end‟ experience • Key performance indicators • Media panels • Focus groups • Brand advocacy eDigitalCommunities eBuzzBox eDigitalHR • Web 2.0 • Automated qual-to-quant • Staff surveys • 3 way dialogue from text analysis • 360 degree staff feedback profiled users • Full reporting of verbatim • Employee communities to • Product ratings comments across any digital improve engagement • Net chats medium Private & Confidential © eDigitalResearch 2010 42 Issue 33
  • 43. Contact details www.eDigitalResearch.com Berrywood Business Village Tollbar Way Hedge End Southampton SO30 2UN Tel: +44 1489 772920 Email: info@edigitalresearch.com Director: Michelle Fuller (michelle.fuller@edigitalresearch.com) Associate Director: Steve Brockway (steve.brockway@edigitalresearch.com) Research Analyst: Naomi Greene (naomi.greene@edigitalresearch.com ) Private & Confidential 43 © eDigitalResearch 2010 Issue 33