In a recent digital customer experience survey, ASOS has been awarded first place.
eDigitalResearch examined the entire end-to-end digital retail experience from the homepage to product consumption and post-purchase care. Its eRetail Benchmark also assessed key multichannel features.
The research firm also considered the Christmas trading period, finding that ASOS took the top spot for its “exceptional” site navigation, “inspirational” homepage and its overall digital customer experience. Customers noted that ASOS provides a seamless process across all digital devices, notably web and mobile – something many retailers are still attempting to master.
John Lewis and Notonthehighstreet.com came in as second and third on the survey with total scores just 0.2% and 0.3% below ASOS in multichannel offering. H&M scored top for mobile navigation with a score of 93% as a result of its precise search capability.
Overall, in terms of online journey, consumers at present were found to be most satisfied with search facilities; keyword search scored 8.57% higher the checkout stage. The final step in the process showed to be the most frustrating stage for online shoppers.
"The end-to-end customer experience matters now more than ever and we are now beginning to see retailers invest heavily in their digital experience” said Derek Eccleston, Chief Development Officer at eDigitalResearch.
“A great customer journey is fundamental to a brands success and in 2016, tapping into customers emotions will become one of the only ways retailers will be able to differentiate themselves - the tools and technology are now out there to enable retailers to do this and using them to their maximum potential is key to delivery customers' expectations."