Thursday, February 21, 2019

ASOS boasts first place for digital customer experience


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 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.”