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eRETAIL
Foreword by Derek Eccleston
THE FUTURE OF digital Voice of the Customer solutions.
Our fifteen years of the Digital Customer
COMMERCE: WHY Experience report sought to show just a small
part of the journey that both digital consumers
EXPERIENCE MATTERS and the digital retail industry has been on over
the past fifteen years. Taking results and best
MORE NOW MORE practice guides from across the years, we
shared just how much the digital customer
THAN EVER experience has changed and where it might
be going thanks to the benchmarks latest
Twelve months ago, we celebrated fifteen
results.
years of the eDigitalResearch (edr) eRetail
Benchmark. Since 1999, weve been measuring,
With almost two decades worth of digital
tracking and benchmarking the changes and
experience data, we know what good looks like.
developments in the online retailing world.
Weve watched as technology has continuously
Weve documented the impact of technology
changed the expectations of shoppers and
such as predictive search text has had on
increasingly influenced offline experiences as
the digital customer experience, as well as
well. However, weve also seen how digital
the phenomenal change bought about by the
experiences are increasingly becoming on
explosion in mobile devices.
par with one another the gap amongst the
benchmarks leaders is growing smaller with
The eRetail Benchmark was born out of a
each round of results. It means that now, the
desire and need to understand new, emerging
overall customer experience matters more
digital consumers. Back then, there was little
than ever.
or no regard for the overall experience the
DEREK ECCLESTON way things worked online was largely down to Now, one year on, we're sharing
the creation of logical, technical based brains
CHIEF DEVELOPMENT with even website copy left down to technical with you the very latest digital
OFFICER at minds. eRetail Benchmark results and
eDigitalResearch (edr) answering the question on
Thats when we pioneered the notion that a
consumers website experience was a journey everyone's lips - what does the
with a series of distinct phases from home
future hold for the digital retail
page right the way through to delivery and
since that time weve continually pioneered experience?
2
4
Introduction and
Methodology
6
Executive Summary
7
How The Digital
Experience Changed In
2015: Results
17
What Does The Future
Hold?
3
Back in 2000, the world was gripped by the Throughout the digital revolution,
dotcom crash - sites that had launched just eDigitalResearch (edr) have completed over 16
a couple of years earlier where falling by the years worth of assessment surveys measuring
wayside. Most bystanders would have declared and tracking the ever-changing digital
that the digital age was over having never customer experience.
really started.
4
In order to truly understand how retailers were experience independently from one another.
performing online, eDigitalResearch utilised This enables us to provide a definitive view of
their unique eMysteryShopper tool. Taking a how the UKs top retailers are performing and
panel of profiled shoppers, real users were where the digital customer experience can be
asked to complete a purchase in their own improved.
home on selected sites and feedback their
findings on how easy the site was to use, if Many retailers are
they encountered any problems and what
improvements they feel could be made.
eliminating their app
platformthankstoimproved
Brands included within the benchmark mobile optimisation
alternate regularly so that we have a
comprehensive view from a range of the UKs We have removed apps from our methodology
top retailers. The eRetail Benchmark includes to refine the focus to mobile and desktop
a variety of different brands from fashion, since many retailers are eliminating their
electronics, homewares and grocery sectors. app platform thanks to improved mobile
Brands included in the report must offer both optimisation - according to our own research,
a web and mobile experience and the ability just 59% of Britains top retailers have an app.
to complete a purchase via each touch point.
At each stage of the purchase journey,
The digital customer journey is formed by a surveyors provide a detailed assessment
number of decisions which digital shoppers on how they found their experience from
need to make in order to navigate through how well the sites keyword search worked
a retailers website, from landing on the to how easy it is to find the brands delivery
homepage to clicking the buy button. information. Surveyors provide ratings on
Retailers need to ensure they are performing key areas of the customer journey alongside
well at every stage of the complex customer verbatim comments to provide an in-depth
journey. view of their experience.
Digital shoppers were asked to review every Fieldwork took place between 23rd November
stage of the customer journey for web and 2015 5th January 2016, covering the crucial
mobile channels allowing us to assess not only busy Christmas period and popular sales event
the digital customer experience as a whole, but Black Friday.
also measure a brands website and mobile site
5
What weve learnt so far about the digital customer experience:
1
Delivery is increasingly becoming a star moment in the digital customer journey and one key area
where brands can really stand out and differentiate themselves
2
Functionality is a fundamental part of any digital customer journey excellent search and
navigational features are particularly key. However, those sites that seek to both function and
inspire create a lasting impression with customers
3
Taking inspiration from elsewhere online such as social media or developing search technology
and integrating emerging trends and features into sites helps create a digital customer experience
that meets expectations
EXECUTIVE 4
Digital customer experiences are increasingly becoming on a par with one another it means
SUMMARY that the entire end-to-end online journey all the way through to logistics and after sales care are
becoming more important than ever before
6
Retailer Digital Score
Web Mobile
ASOS 89.8% 92% 87%
House of Fraser
88.4%
86.6%
89%
87%
88%
86%
Argos
86.3%
86.4%
86%
86%
86%
87%
Wallis
86.4%
86.2%
87%
88%
86%
85%
Across the entire end-to-end customer journey, weve seen an Currys 86.5% 87% 86%
increase in customer satisfaction as brands continue to develop
their digital customer experience. H&M 85.8% 86% 85%
7
Overall
ASOS achieved the highest digital score offering a seamless customer experience
across all channels and join the likes of John Lewis and Notonthehighstreet.com
as leaders of the eRetail Benchmark. Their desktop site topped the navigation
league table thanks to their highly intuitive navigational filters, accessible from
the search results pages allowing customers to use logical filter options to easily
navigate through pages to find what they need. With consumers browsing and
making purchases on mobile more than ever retailers mobile experiences have
vastly improved in some cases mobile sites are out-performing desktop sites
such as Notonthehighstreet.com, New Look and Argos.
Excellent
>90%
93.7%
92.3% The information
90.4%
87.9% 89.7% about each product
Good The keyword
80-89.9% 87.5% is detailed and well
search option is
79.5% organised. There
really visible on the
78.7% are plenty of images
75.1% homepage. I was
Average A streamlined of each item. The
able to find lots of
70-79.9% experience. Easy view catwalk feature
79.5% 70.2% exciting products
to add items or is especially good
and suggestions
remove. Delivery which lets you
65.7% instantly. The results
Poor was free. Security watch a video of
50-69.9% were accurate and
was noted next to the item. It is a
varied.
payment methods. bit disappointing
-
No delivery time- that there are no
Very Poor Notonthehighstreet.
<50% scale at this stage. customer reviews.
com
- John Lewis - ASOS
(Desktop Shopper)
First Keyword Product Shopping (Desktop Shopper) (Desktop Shopper)
Navigation Purchase
Impressions Search Pages Basket
8
Retailer Digital Web Mobile
New Look 87.9% 87% 88%
H O M E PAG E Tesco
H&M
86.9%
86.4%
90%
85%
84%
88%
9
Retailer Digital Web Mobile
Notonthehighstreet.com 93.7% 93% 94%
10
Retailer Digital Web Mobile
ASOS 92.3% 95% 90%
NAVIGATION
John Lewis 90.6% 91% 91%
When it comes to navigation, users expect Marks and Spencer 89.9% 91% 89%
to see the same navigational tools and
Evans 89.7% 92% 87%
features across all digital touch points. H&M
scored highly for their navigation on their Waitrose 88.4% 89% 88%
mobile site thanks to clarity and ease of use.
Tesco 87.8% 90% 85%
Brands that didnt perform well didnt offer
Ocado 87.6% 92% 84%
the ability to filter products or had poor
filtering functionality particularly on mobile. Sainsburys 85.5% 90% 81%
11
Retailer Digital Web Mobile
John Lewis 89.7% 89% 91%
PRODUCT
Notonthehighstreet.com 89.0% 91% 87%
PAGES Amazon
Currys
88.1%
87.9%
89%
87%
87%
88%
I really liked how easy it was to view Tesco 77.0% 83% 71%
the products, a simple swipe to see other Poundland 65.7% 67% 64%
images and a double click to zoom.
83.7% 86.0% 81.5%
-John Lewis (Mobile Shopper)
12
Retailer Digital Web Mobile
John Lewis 90.4% 92% 89%
BASKET
Evans 86.1% 88% 85%
Retailers who offer a clear and concise shopping Etsy 83.4% 87% 80%
basket with easy to edit features score highly
H&M 82.9% 85% 81%
within the benchmark, as do those who give a
clear indication of delivery costs and shipping Sainsburys 82.3% 87% 78%
times before proceeding to checkout.
ASDA 80.0% 86% 74%
13
Retailer Digital Web Mobile
PURCHASE ASOS
Tesco
87.5%
86.8%
86%
87%
89%
87%
A clear, secure checkout area is perhaps the Amazon 86.5% 85% 88%
most important part of the online customer Ocado 85.6% 85% 86%
journey. Eliminating poor functionality could
help lower basket abandonment rates. ASOS Waitrose 84.8% 89% 80%
came first within the league table with
Notonthehighstreet.com 83.9% 80% 88%
impressive scores on their mobile site thanks to
their pain free registration process with social John Lewis 83.7% 82% 85%
media registration options. ASOSs checkout
process is easy to alter e.g. add/remove items Sainsburys 81.5% 86% 78%
and increase quantities with clear delivery
Wallis 80.9% 86% 76%
costs and help buttons easily identifiable.
New Look 80.7% 78% 83%
Tesco came a close second thanks to their
extensive range of delivery options and House of Fraser 80.2% 82% 78%
promotion reminders at checkout. Surveyors
Evans 79.5% 78% 81%
liked the grocers quick and secure checkout.
Argos 78.8% 79% 79%
Brands who offer a simple and straightforward
purchase process which is secure and clear Marks and Spencer 78.4% 78% 79%
score highly within the benchmark as do those
H&M 78.1% 81% 75%
who offer the ability to amend orders, seek
assistance and register quickly. Currys 77.9% 78% 78%
14
Retailer Score
Etsy 95.22%
Wallis 94.50%
ASOS 90.50%
Waitrose 87.50%
Notonthehighstreet.com 87.50%
Poundland 87.50%
Currys 86.50%
Consumers increasingly expect a fast and
I was able to track my delivery Evans 85.00%
efficient delivery service. Brands who deliver
which was extremely helpful.
parcels on time and as expected unsurprisingly H&M 84.50%
Everything met my expectations.
top the delivery league table. Etsy, Wallis
and John Lewis top the delivery league -Etsy Amazon 84.00%
table thanks to great communication and
Tesco 82.50%
goods received within the stated timeframe.
I was very surprised by the speed of delivery
Ocado 82.50%
All orders lived up to their delivery promise as it was ordered on Black Friday and I
during the fieldwork period, which included thought there might be a delay. It actually Argos 81.50%
the Black Friday sales event and during the was only 1 working day later! Very impressed!
ASDA 76.50%
busy Christmas period. -John Lewis
15
Customer service is a key area of the customer
journey where retailers can differentiate Retailer Telephone Email Average
themselves from their competitors. If brands John Lewis 91.6% 82.7% 87.1%
fail to deliver a great customer service
experience they risk diminishing their entire Notonthehighstreet.com 89.5% 85.3% 87.4%
customer experience.
Tesco 87.8% 82.8% 85.3%
Customer
Amazon 73.3% 69.7% 71.5%
Very prompt reply which answered my enquiry.
Etsy 46.0% 65.6% 55.8%
I was very pleased with this quick service as it
Service
was answered within 10 minutes of sending it. ASOS 1.3% 87.6% 44.4%
-ASOS
16
Five key trends that will
define the digital retail
experience in 2016
1
What does the future A single customer view to deliver
the right experiences to the right
customers
hold for the digital retail
experience?
2
One day, flash sales events
cementing the importance of
fulfilment and logistics
The overall customer growing Internet of Things remain competitive. Without
3
experience is now king from (IoT) trend, we want to shop a great customer experience,
marketing to operations, when we want and how we traditional marketing and
listening to customers want. advertising is virtually
and effectively managing ineffective. Use of social media for retail will
experiences is what will Yet, our experiences have increase
keep brands ahead of the become key to how we see Its why more and more
competition. The future
belongs to those brands who
continually create exceptional
and view brands we base
perception, expectation
and even loyalty on the
brands will be investing in
key strategies to enhance
their experiences over the
4
Mobile sales to overtake desktop
experiences. experiences we have with coming twelve months and
17
We all want to feel appreciated and loved to take customer comments and supporting
its why so many retailers are investing information from a range of sources and
in personalisation strategies in order to accurately determine whats being said and how
tempt us to part with our hard-earned cash. strongly a person may feel about that subject.
Real-time, automated and intelligent analysis
But too many personalisation strategies in the of customer comments is key in really helping
past have focused heavily on basic segmentation businesses to deliver for their customers in 2016.
and blanket email campaigns. Product advice
or suggested buys are based mainly on what Customer experience specialists
other shoppers viewed or purchased with no at eDigitalResearch (edr) deemed
real regard for preferences or intent. It can
be difficult to deliver an emotional connection the next twelve months to be the
online due to a lack of human interaction. year of emotion
A single In 2016, well see brands starting to
deliver the right experiences to
In fact, the technology is now so advanced
that these tools can even decipher who in the
18
Perhaps one of the best ways to now turning their well-oiled delivery process into a
differentiate one retailer from another marketing proposition has paid off for Amazon.
in 2016 is based on delivery strategies.
However, with consumer expectations
Increasingly within the eRetail Benchmark rising, the need for same-day delivery
over the past couple of years, weve seen is also on the rise. Fuelled by younger
the top digital customer experiences are now shoppers and the quicker, more convenient
becoming on a par with one another. In means culture theyve grown up with, consumers
that offering a fantastic end-to-end digital
experience will be wasted if its not supported
by great delivery and service weve already With consumer expectations
seen the impact a great delivery experience
rising, the need for same-day
can have on the overall digital experience.
sales events
want orders to arrive there and then.
proposition rather than a policy.
Its why Amazon have launched Amazon
Prime Now a new delivery service that lets
Amazon are a fantastic example of how to do
cementing the
members take receipt of their parcel within
this well. While Amazons website might not
two hours from ordering - its these sorts of
scream inspiration and engagement to some,
propositions that retailers will increasing
their back-end model ensures that almost all
importance of
have to compete against in the online world.
deliveries arrive on time and as expected.
Amazon played to these strengths during the
With flash sales events moving increasingly
first ever Prime Day back in 2015, offering a
delivery and
online digital orders were up 38% during 2015s
huge range of products at discounted rates
Black Friday compared to the year before
for one day only and according to analysts,
2016 will become the year that same-day click
Amazon shifted 398 items every second.
logistics
and collect may eventually become the norm
Amazon now have an estimated 10 million
driven entirely by consumer expectation.
Prime members, spending, on average,
around 850 more than regular Amazon users
19
For years, brands have been trying to crack the is going to increase, social touch points
social media landscape and turn the high levels need to be integrated fully into current
of engagement on sites such as Facebook, Customer Experience Management
Twitter and increasingly Instagram into tangible programmes and become part of a brands
sales. But for all their hard work, retailers have existing customer experience mind set.
very little to show for their social media efforts.
20
With the use of mobile devices on the rise and the right product, at the right price, available
the number of desktop computers in the home how, when and where they want it, in their
slowly in decline (2015 saw a 10.6% fall in own ultimate bespoke shopping experience.
desktop sales according to research firm IDC),
its no surprise that items purchased via mobiles It means that for retailers the digital customer
are lining up to overtake desktop purchases. experience must be the very best it can be.
Lots of brands and retailers saw mobile Consumers no longer see separate experiences
traffic overtake desktop as early as 2014 a for each channel and increasingly expect
remarkable feat when you think that just
four years earlier, online purchases alone
online counted for just 8% of total sales. Brands and retailers saw
As more and more consumers turn to their
mobile traffic overtake
mobiles to browse, its only a matter of desktop
time that brands start to see more sales
generated via mobile devices. In fact, IBMs
a blended, seamless experience no matter
Black Friday tracking detected that almost
how they shop. Weve seen from the latest
half of all online sales during the one day
eRetail Benchmark results that consumers
sales event came from mobile devices 47%
expect a site thats easy to navigate and to
of purchases made online in the UK on 28th
deliver exceptional search functionality and
November 2015 were completed on a mobile,
detailed yet condensed product information.
a rise of 15 per cent the year previous.
21
The concepts of video is nothing new However, without truly understanding whats
2016 will mark a decade since Google being said, that power can be lost. But with
acquired YouTube for $1.65 million. intelligent analytics technology, brands can
discover the real meaning behind comments
However, the popularity of video is growing. and quickly understand key categories and
Every minute, fifty hours of video content is themes, as well as sentiment and strength of
uploaded onto YouTube with an estimated 4 feeling for each and every video clip generated.
billion video views daily. Add onto this that
Facebook users watch an estimated 100million
hours of video a day, as consumers, were In 2016, we expect the use of video
more open to video content than ever before.
in the online shopping journey to
Using video content as part of the online increase
shopping journey is also nothing new in fact,
weve documented the growing use of video 2016 is all about tapping into customer emotion
for product content over a number of years
Video and
to help drive loyalty and repeat purchases.
as part of the eRetail Benchmark report. Its why over the next twelve months its
been widely predicted that leading retailers
But in 2016, we expect the use of video in
interactive
will begin to integrate more and more video
the online shopping journey to increase. With content into their experiences from style
customers consuming more hours of video footage guides and expert help videos to turning their
than ever before, there are new opportunities
content used to
attention to customer generated video review
for retailers to engage with customers and content. For many, seeing is believing and
bring to life their digital shopping journey. being able to watch fellow customers rave
drive sales
about their recent purchase is likely to have
Video is a fantastic way of conveying much more impact than simple reading what
emotion and one key reason that video they have to say.
is becoming so powerful for brands.
22
At eDigitalResearch (edr), we empower feedback and combining with deep thinking
business decisions through customer insight. and an emphasis on actionable outputs for
By combining our proprietary SaaS technology organisations.
with focused insight and thought leadership,
were able to provide a truly unique solution MARU Group is the vision of renowned market
from real-time closed-loop customer feedback researcher Ged Parton - who is creating a
to Panels and Communities. professional services firm with technology
at its DNA. MARU Group is an international
Were world leaders in Voice of the Customer insights pioneer with technology firmly at its
programmes and a proud part of MARU Group heart. Were growing and as maru/edr, were
About us
a technology enabled professional services delivering on our client promise of fast and
firm delivering information and insight. As part strategic customer feedback.
of MARU, were pioneering technology focused
23
www.maruedr.com info@maruedr.com +44 (0) 1489 772920