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Research Parameters

The elements included in each Performance Dimension are summarised below:

0. Footprint Dimension

0.1. EEA retail turnover, ranging from €2m to €70bn

0.2. The ecommerce subset of the above, ranging from €2m to €30bn

0.3. EEA web traffic, ranging from 1.5m to 10bn page views per annum

0.4. Number of EEA stores, ranging from 0 to 11,500

1. Strategy & Innovation

1.1. Growth orientation across the EEA, measuring how many languages, currencies and countries retailers localise to, regardless of how significant current sales are via those portals

1.2. Strategic practice, including an expert-designated selection of metrics that catalogue a retailer’s embrace of technological or organisational best practice

1.3. Innovative practice, highlighting services and features measured in the other Dimensions that, to date, are only used by the leaders

2. The Customer

2.1. Desktop and mobile homepage performance, including engineering and responsiveness – speed index, time to visual completion, etc

2.2. Customer service response time and helpfulness – email and web submission form
2.3. Number of socially active customers as well as their interaction levels

2.4. Usability – the simplicity and intuitiveness of finding a desired product, including tabs, icons, search and filtering on the website and, if applicable, on the mobile app

2.5. Customer feedback – incorporation of customer reviews and product ratings on the product display pages of the website and, if applicable, of the mobile app

3. Operations & Logistics

3.1. Delivery – the number of options, nominated day and time, weekend options, plus the standard timeframe and cost

3.2. Returns – the number of options, post, store, -party location, locker, simplicity, plus the standard timeframe and cost

3.3. Collection – the number and variety of collection points and timeframes offered by retailers, including own stores, -party stores, transport locations, lockers, plus the standard timeframe and cost

3.4. Stock-check – the visibility of stock levels on the website and, if applicable, on the mobile app

4. Merchandising

4.1. Landing page – top-level navigation, links to content and visual appeal

4.2. Product page – descriptions, recommendations for similar products, the number of images, whether the images are zoomable on the website and, if applicable, on the mobile app

4.3. Localisation – local regional information and use of a local language on the website and, if applicable, on the mobile app

4.4. Navigation and search – relevance of search results and ease of navigation, categories and filtering when shopping for a particular product on the website and, if applicable, on the mobile app

4.5. Personalisation – product recommendations; whether the customer’s account is the same offline, online and across devices; and whether sign-in is required before checkout

5. Brand Engagement

5.1. Private channels – live chat, email, web submission form, social media direct chat
5.2. Public channels – blog, social media, newsletters

5.3. Social integration – sharing, liking, and social validation on the website and, if applicable, on the mobile app

5.4. Push notifications and geofencing [retailers with mobile apps]

6. Mobile & Cross-channel

6.1. Mobile homepage performance, including engineering and responsiveness – speed index, time to visual completion, etc

6.2. Cross-channel fulfilment – click and collect, reserve and collect at own locations and via party services

6.3. Multichannel store capabilities – store location and stock levels visible on the website and, if applicable, on the mobile app, in-store functions of apps, return ecommerce order to store [retailers with stores]

6.4. Mobile apps – whether iOS and Android apps are offered and assessing the apps for: native checkout, push notifications, barcode scanner, wishlist, personalisation, augmented reality, etc [retailers with mobile apps].

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