Levels of customer satisfaction when shopping online are outperforming the rest of the online industry, according to a new study published today.
A study by eDigitalResearch found that retail websites hit their highest levels of customer satisfaction in the study’s history, reflecting the ongoing trend among retailers to increase their digital presence.
Satisfaction rates show that navigation is of the greatest importance to online shoppers and that e-tailers are ensuring that all aspects of their multichannel offerings are quick and easy to access.
A number of high street retailers are focusing on developing their online strategies, following news that web sales have continued to grow at 15 per cent throughout the economic downturn, Chris Webster, Head of Retail Consulting & Technology at Capgemini, recently told Retail Gazette.
Online lingerie and swimwear retailer Figleaves topped the overall league tables for the second time in the past 12 months, as researchers praised the company for offering customers a wealth of information and highlighting similar or matching items, helping to minimise basket abandonment and increase revenues.
Derek Eccleston, Research Director at eDigitalResearch, said that, while the news was positive, continued development across the sector is essential to maintain customer interest.
“As the ME-commerce revolution continues to gain popularity with more and more customers now having the power to shop when, where and how they want, it is important that retailers continue to provide a seamless shopping experience across the customer journey,” he explained.
“This is an exciting time for retailers. More and more consumers are flocking to the internet to shop and browse.
“Our eRetail Benchmark study shows that in order to capitalise on these new shoppers, retailers need to be continually updating and evolving their sites in line with customer behaviour and shopping trends, an important aspect of any online business”.