Microsoft Cloud Authors: Elizabeth White, Yeshim Deniz, Serafima Al, Janakiram MSV, John Katrick

News Feed Item

Customer Satisfaction Gap Between Mobile and Traditional Retail Websites Widens


    -- ... Marks & Spencer Takes Joint First Place with Tesco for Mobile Satisfaction, but Still Lags Behind Its Web Score ...

    -- With Photo

LONDON, Jan. 29, 2014 /PRNewswire/ -- ForeSee, the global leader in customer experience analytics, has today announced the findings of its annual mobile retail report, which measures customer experience across the UK's top 10 (as defined by Internet Retailer) mobile retail websites in the UK. The research, carried out among nearly 2,500 surveys as part of the ForeSee Experience Index (FXI), serves to investigate the impact mobile shopping has had on those retailers, and provides valuable insight on how UK shoppers are using their mobiles to browse, research and purchase goods.

(Photo: http://photos.prnewswire.com/prnh/20140129/DE53957-INFO)

(Logo: http://photos.prnewswire.com/prnh/20110819/DE54780LOGO)

"This is the first year that we've reported on the customer satisfaction performance of the UK's top 10 mobile e-commerce retailers at a company level," said Eric Feinberg, senior director of mobile at ForeSee. "The findings are insightful and clearly show how the top mobile sites are lagging behind the top website counterparts."

Feinberg continued: "Established ForeSee research shows that every one-point increase in satisfaction translates into a 10.6 percent rise in a retailer's online revenues, which provides tremendous opportunity. While as yet mobile sales do not represent as high a proportion of a retailer's total sales as their Web presence, we found a four-point customer satisfaction gap between mobile sites and traditional websites. This indicates a significant performance shortfall on the mobile front — and a significant opportunity that UK retailers can immediately address. It's important to remember that customers are using mobiles as a research medium too, to decide what products to buy from which retailers using which channels, so a less than satisfactory initial mobile experience also has the potential to drive buyers away from other channels like stores and call centres and into the arms of a competitor."

Key Research Findings

  • Mobile Satisfaction Versus Traditional Websites — The gap in satisfaction between retail website experiences and mobile sites is widening. A full four points divides the two, with the top 10 mobile sites averaging a score of 73 (on a 100 point scale) on the ForeSee Experience Index (FXI), as compared with the 77 averaged by their Web-based equivalents.

Customer Satisfaction in the UK     


Retail Websites


Retail Mobile Sites & Apps


  • Company Scores
    • Mobile Versus Web: Of the companies that feature in both the top 10 mobile sites and top 40 retail websites, only one — Tesco — is more highly ranked for its mobile site (75) than for its website (74). Sports Direct (74), NEXT (74) and Currys (70) score the same across both media. And Marks & Spencer, despite its position at the top of the mobile table, lags its website score (77).
    • The "Leaders": The UK mobile customer experience landscape is not fully settled yet. Disappointingly none of the top 10 mobile sites achieved a score of 80 or above — generally considered the threshold for excellence. Marks & Spencer and Tesco top the chart for satisfaction — with both scoring 75 points. Sports Direct and NEXT take joint second place with 74 points apiece, and N Brown, Ocado and Sainsbury's all score 73.
    • The "Lagger": Shop Direct comes in at tenth place, with a low score of 69.


Mobile Site

Customer Satisfaction Score



Marks & Spencer









Sports Direct



N Brown















Shop Direct



  • Mobile Customer Journeys: 59 percent of mobile site or app users started their journey on the company website, rather than in-store or on their mobile device. 62 percent of purchasers completed their final purchase through the company's website and had higher satisfaction than the 23 percent who purchased in the store (76 compared with 74).
  • Mobile Use: When customers were asked how they used their mobile device while shopping, 46 percent said they used it to research products, 20 percent made purchases from their mobile device, 15 percent used their mobile device to compare prices and products while shopping in person in a store and seven percent used the company's mobile app. 36 percent did not use their mobile device while shopping during the festive season.
  • Showrooming: While shopping in retail stores, 64 percent accessed the retailer's website on their mobile device, 29 percent accessed a competitor's website and 17 percent accessed a shopping comparison website. Nine percent accessed the company's app, and 4 percent accessed a competitor's app on their mobile device while shopping in retail stores during the festive season.
  • Customer Satisfaction Matters: Highly satisfied mobile shoppers (with a score of 80 or more) are 69 percent more likely to purchase from that retailer in the mobile channel, 53 percent more likely to buy from that retailer in another channel, 59 percent more likely to buy from that retailer the next time they make a similar purchase and 55 percent more likely to recommend the retailer, mobile website or app.
  • Social Influence: Customers influenced to purchase through text messages or alerts scored the highest satisfaction (78), followed by social network advertisements and recommendations from friends through a social network (both scoring 77 apiece). Purchases made through search engine results scored one of the lowest satisfaction scores —72 points.

Feinberg continued: "With eMarketer estimating UK smartphone usage to hit 34.6 million (53.7% of the population) this year and to reach 37.8 million in 2015, you can see why an average or less-than-satisfactory customer experience should be a great and growing concern to UK's retailers. The simple truth is that if a retailer gets their mobile strategy anything other than right, the consumer will go to another retailer or to Amazon. While amazon.co.uk is not listed as one of Internet Retailer's top 10 mobile sites, we did investigate its own mobile site as an aside and it scored 80 points — considerably ahead of any company featured in the top 10. However, it's interesting to note that this score also lags behind its own website score by a full four points — suggesting that even the mighty Amazon has some room for improvement when it comes to mobile."

ForeSee's UK Managing Director Ben Stollard added: "With mobile growing exponentially in importance as a gateway interface between retailers and their customers, it is critical that retailers give customers a great experience — and nothing less than that provided by their website offering will do. Consumers make no distinctions between channels and they expect the experience of interacting with a retailer to be seamless.

"Retailers who offer the best mobile experience will be in the best position to capitalise on sales opportunities, but those who fail to satisfy through this platform run the risk of damaging the brand and its prospects across all channels," Feinberg concluded.

About the Research
The ForeSee Experience Index uses the ForeSee® CXA(SM) methodology to measure satisfaction with the customer experience on the top 10 UK mobile sites and apps, as ranked by Internet Retailer's 2014 Top 500 Mobile List. The satisfaction scores in this specific report reflect data collected from November 18th to December 5th and cover more than 2,500 surveys collected. The predictive ForeSee CXA methodology measures the customer experience and the likelihood of customers to engage in desired future behaviours such as retention, purchase more and recommend. Satisfaction data was collected from a nationwide panel of more than 460,000 consumer households that have agreed to participate in opt-in surveys provided by Global Market Insite (GMI).

About ForeSee
As a pioneer in customer experience analytics, ForeSee continuously measures satisfaction and delivers powerful insights on where to prioritise improvements for maximum impact. ForeSee applies its trusted technology across channels and customer touchpoints, including websites, call centres, bricks-and-mortar locations, mobile experiences and social media interactions. Because the proven ForeSee CXA methodology measures satisfaction in a manner that is predictive of customer loyalty, purchase behaviour and future financial success, executives and managers are able to drive future success by confidently prioritising the efforts that they know will achieve business goals.

Visit: www.ForeSee.com for customer experience solutions and original research.

Nikki Alvey
Tel: +44 (0)7973 354 706
[email protected]

Note to Editors:
A picture accompanying this release is available through the PA Photowire. It can be viewed at http://www.mediapoint.press.net or http://www.prnewswire.co.uk

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
The standardization of container runtimes and images has sparked the creation of an almost overwhelming number of new open source projects that build on and otherwise work with these specifications. Of course, there's Kubernetes, which orchestrates and manages collections of containers. It was one of the first and best-known examples of projects that make containers truly useful for production use. However, more recently, the container ecosystem has truly exploded. A service mesh like Istio addr...
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
As IoT continues to increase momentum, so does the associated risk. Secure Device Lifecycle Management (DLM) is ranked as one of the most important technology areas of IoT. Driving this trend is the realization that secure support for IoT devices provides companies the ability to deliver high-quality, reliable, secure offerings faster, create new revenue streams, and reduce support costs, all while building a competitive advantage in their markets. In this session, we will use customer use cases...
Business professionals no longer wonder if they'll migrate to the cloud; it's now a matter of when. The cloud environment has proved to be a major force in transitioning to an agile business model that enables quick decisions and fast implementation that solidify customer relationships. And when the cloud is combined with the power of cognitive computing, it drives innovation and transformation that achieves astounding competitive advantage.
DevOpsSummit New York 2018, colocated with CloudEXPO | DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City. Digital Transformation (DX) is a major focus with the introduction of DXWorldEXPO within the program. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of bus...
Cloud Expo | DXWorld Expo have announced the conference tracks for Cloud Expo 2018. Cloud Expo will be held June 5-7, 2018, at the Javits Center in New York City, and November 6-8, 2018, at the Santa Clara Convention Center, Santa Clara, CA. Digital Transformation (DX) is a major focus with the introduction of DX Expo within the program. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive ov...
DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
DXWorldEXPO LLC announced today that ICOHOLDER named "Media Sponsor" of Miami Blockchain Event by FinTechEXPO. ICOHOLDER give you detailed information and help the community to invest in the trusty projects. Miami Blockchain Event by FinTechEXPO has opened its Call for Papers. The two-day event will present 20 top Blockchain experts. All speaking inquiries which covers the following information can be submitted by email to [email protected] Miami Blockchain Event by FinTechEXPO also offers s...
DXWorldEXPO | CloudEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
Dion Hinchcliffe is an internationally recognized digital expert, bestselling book author, frequent keynote speaker, analyst, futurist, and transformation expert based in Washington, DC. He is currently Chief Strategy Officer at the industry-leading digital strategy and online community solutions firm, 7Summits.
Digital Transformation and Disruption, Amazon Style - What You Can Learn. Chris Kocher is a co-founder of Grey Heron, a management and strategic marketing consulting firm. He has 25+ years in both strategic and hands-on operating experience helping executives and investors build revenues and shareholder value. He has consulted with over 130 companies on innovating with new business models, product strategies and monetization. Chris has held management positions at HP and Symantec in addition to ...
Cloud-enabled transformation has evolved from cost saving measure to business innovation strategy -- one that combines the cloud with cognitive capabilities to drive market disruption. Learn how you can achieve the insight and agility you need to gain a competitive advantage. Industry-acclaimed CTO and cloud expert, Shankar Kalyana presents. Only the most exceptional IBMers are appointed with the rare distinction of IBM Fellow, the highest technical honor in the company. Shankar has also receive...
Enterprises have taken advantage of IoT to achieve important revenue and cost advantages. What is less apparent is how incumbent enterprises operating at scale have, following success with IoT, built analytic, operations management and software development capabilities - ranging from autonomous vehicles to manageable robotics installations. They have embraced these capabilities as if they were Silicon Valley startups.
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
Predicting the future has never been more challenging - not because of the lack of data but because of the flood of ungoverned and risk laden information. Microsoft states that 2.5 exabytes of data are created every day. Expectations and reliance on data are being pushed to the limits, as demands around hybrid options continue to grow.
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, @CloudEXPO and DXWorldEXPO are two of the most important technology events of the year. Since its launch over eight years ago, @CloudEXPO and DXWorldEXPO have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors! In this blog post, we provide 7 tips on how, as part of our world-class faculty, you can deliver one of the most popular sessions at our events. But before reading...
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
The IoT Will Grow: In what might be the most obvious prediction of the decade, the IoT will continue to expand next year, with more and more devices coming online every single day. What isn’t so obvious about this prediction: where that growth will occur. The retail, healthcare, and industrial/supply chain industries will likely see the greatest growth. Forrester Research has predicted the IoT will become “the backbone” of customer value as it continues to grow. It is no surprise that retail is ...
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
DXWorldEXPO LLC announced today that "Miami Blockchain Event by FinTechEXPO" has announced that its Call for Papers is now open. The two-day event will present 20 top Blockchain experts. All speaking inquiries which covers the following information can be submitted by email to [email protected] Financial enterprises in New York City, London, Singapore, and other world financial capitals are embracing a new generation of smart, automated FinTech that eliminates many cumbersome, slow, and expe...