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Traditional retailers outperform pureplays on crosschannel customer experience: study

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Traditional retailers outperform pureplay sellers when it comes to crosschannel customer experience, new research suggests.

John Lewis’ digital customer experience was judged top in the eChannel Retail Benchmark study from eDigitalResearch, which compared customer experience across digital channels including website, mobile site and apps over the Christmas trading period, and was followed by Marks & Spencer and House of Fraser . Amazon came fourth.

The study found that while high street retailers took longer to move to digital, their investment in seamless customer experiences has paid off.

“Creating a seamless digital customer experience is nothing new but retailers who have done well in this latest set of eChannel Benchmark results have done so because they do exactly this,” said Derek Eccleston, commercial director at eDigitalResearch. “Navigational links, product page details and even search results all match seamlessly across the top retailer’s digital channels.

“We’ve long seen pure play retailers, especially Amazon, succeed extremely well in the digital customer experience arena, introducing innovations such as one click purchases to make the entire Amazon experience as simple and seamless as possible. However, as more traditional retailers continue to invest in their overall customer experience we’re seeing other retailers introduce similar innovations as well.”

To see the full report click here (complete survey to access).

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