The latest eRetail Benchmark study from eDigitalResearch reveals that established clicks and mortar brands are continuing to dominate the top 10 as they are providing a seamless and consistent customer experience at every brand touchpoint.
The 11th annual benchmark study, which evaluated 58 leading UK retail websites for website usability, revealed that M&S was the top overall performer on the strength of its clear and detailed product pages and market-leading telephone support service.
Other established high-street brands also scored highly, including Boots, HMV and New Look, while pure-play provider Asos, which topped the rankings for its world-class product pages, search and browse, shopping basket and email service, fell short on its telephone contact service.
"If we removed telephone contact from our benchmark study, Asos would have been a clear online winner," says Michelle Fuller, a co-founder of eDigitalResearch. "However, our benchmark study looks at the entire end-to-end customer journey both on and offline. Telephone contact is a key driver of overall satisfaction. This is where established bricks and mortar retailers have the upper-hand as their businesses have evolved from personal customer relations, while pure ecommerce sites' — such as Asos — entire business concept is built on online self-service."
Pure-play providers scored better than multiple channel retailers for product pages, search and browse and navigation and even scored highly for delivery. In fact, despite the bad weather and busy Christmas rush, 20 retailers achieved a 100% delivery record for on-time or early deliveries, says eDigitalResearch.
"Given poor high-street retail sales and adverse weather conditions, online sales have continued to drive the retail sector," Fuller adds. "It is encouraging to see that delivery has continued to improve across the board and that retailers have managed to navigate the challenges to meet customer expectations."
Readers can download a presentation containing the full league tables from eDigitalResearch's ecustomeropinions.com.