Useability and customer service put JD Sports in the top spot in the latest eDigital Research study.
Areas singled out for praise included the sports retailer’s product details, checkout process and customer contact, including a text messaging service with exact delivery times.
Mick Peek, head of e-commerce at JD Sports said: " Everyone at JD Sports recognises that the customer is the most important person in the business. That is why we work hard to continually listen to our customers, using a combination of direct contact, social media and our own surveys so that we can react quickly to their feedback and improve the site operationally to ensure we continually exceed their expectations.”
The study, which measures 49 retailers' performance through the online shopping process and through customer support functions, included more multichannel players than pureplay rivals in the top ten. It found that what gave those with a high street presence the edge was the quality of customer contact. But one area where multichannel retailers underperformed was in email customer contact. Amazon, Ocado and asos took the top three spots here, while PC World came bottom of the list.
In the top ten, JD Sports was followed by Marks and Spencer, Amazon, John Lewis, Figleaves, Kays, Next, House of Fraser, HMV and Woolworths.
Languishing at the bottom of the list was Dixons. The bottom 10, in reverse order, were Dixons, River Island, Onestopphoneshop, Currys, BHS, e2save, PC World, BooHoo, Asda Direct and Play.
Michelle Fuller, co-founder and director of eDigitalResearch said: "The smart retailers are those who recognise that they need to exceed customer expectations and so sites such as JD Sports and M&S, who continually revise and improve site functionality, will always reign supreme with the consumer."
The eDigitalResearch study uses a panel of mystery shoppers to assess 49 UK retail websites. The study, which started in 2000, is now in its 11th year.
Our view: Congratulations must go to JD Sports, Marks and Spencers and Amazon for making the top three of this respected annual listing.
But there are also questions to be asked of those at the bottom of the study. DSGi sister companies Dixons, Currys and PC World, all ranked in the bottom 10, should in particular be making urgent improvements given the recent launch and fast expansion planned for Best Buy in the UK. The US retailer is renowned for its customer service, an area where the DSGi companies have much to learn.
That’s a verdict underlined in recent days not only online but also in stores. A Which? report into customer service in high street stores this week put Currys, PC World and Currys Digital in the bottom ten. Lakeland came top.