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IREU Top500 The Customer Report: 2018

IREU Top500 The Customer Report: 2018

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Research parameters

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The elements included in each Dimension are summarised below. This report summarises the results of our Footprint analysis, Dimension 0, and the remaining Dimensions are those that will be researched on the same companies for the full Top250 report due to be published in May 2018.The elements included in each Dimension are summarised below. This report summarises the results of our Footprint analysis, Dimension 0, and the remaining Dimensions are those that will be researched on the same companies for the full Top250 report due to be published in May 2018.

0. Footprint Dimension



0.1 Retail turnover, ranging from $1.5m to tens of billions

0.2 The ecommerce subset of the above, ranging from $1.5m to hundreds of millions

0.3 Web traffic, ranging from 444,000 to 560m page views per annum

0.4 Number of stores, ranging from zero to more than 1,000

1. Strategy and Innovation



1.1 Customer service response time

1.2 Flexible order fulfilment

1.3 Advanced merchandising techniques

1.4 Seamless delivery of services on mobile web and app

1.5 Offers international delivery

1.6 Payment options and security

2. The Customer



2.1 Home page performance, including engineering and responsiveness

2.2 Customer service response time and helpfulness - Facebook , email and phone

2.3 Number of socially active customers and their interaction levels

3. Operations and Logistics



3.1 Delivery, including 10 metrics covering a range of options, and competitiveness of timeframes and pricing

3.2 Returns, including 10 metrics covering the ease of the returns and refund process to the customer, and the range of options, including return to store

3.3 Collection, a summary of collection points offered by retailers, including own store, transport location, lockers and third-party stores – and the timeframe customers can expect between order and collection

4. Merchandising



4.1 Customer-perspective website review, including 23 metrics covering design, navigation, the relevance of search results, product information and visual appeal on both mobile and desktop websites

4.2 Expert review of apparel companies, including 11 metrics covering selling strategy, purchase decisions, discount and replenishment rates, newness of stock and sell-out rate [Largest apparel retailers]

4.3 Mobile app assessment, including nine metrics covering use of notifications, product display, and personalisation. [Retailers with a mobile app]

5. Brand Engagement



5.1 Search assessment including total applicable keywords, total reach, share of search compared to other retailers, and relative visibility in search results

5.2 Social media presence and availability, including 22 metrics, taking into account size of audience and interaction with it on Twitter, the net change over three months, and use of 10 social networks, email, and blog

5.3 Facebook assessment, including 13 metrics, covering the total number of people talking about the brand, the frequency of posts, and interaction with recent posts

6. Mobile and Cross-channel



6.1 Mobile web home page performance and responsiveness

6.2 Mobile app, including 24 metrics, measuring the usability and functionality of apps and weighting features according to their impact on AOV, time spent on app, and conversion rate

6.3 Cross-channel, taking into account use of physical store estate for order fulfilment and return, store information on the website, in-store functions of apps, and cross-channel loyalty accounts. [Retailers with stores]
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