Welcome!

Microsoft Cloud Authors: Andreas Grabner, Stackify Blog, Liz McMillan, David H Deans, Automic Blog

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     

2013

Retail Websites

77

Retail Mobile Sites & Apps

73

  • 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.

Retailer

Mobile Site

Customer Satisfaction Score

Average


73

Marks & Spencer

marksandspencer.com

75

Tesco

tesco.com

75

NEXT

next.co.uk

74

Sports Direct

sportsdirect.com

74

N Brown

jdwilliams.co.uk

73

Ocado

ocado.com

73

Sainsbury's

sainsburys.co.uk

73

BrandAlley

brandalley.com

70

Currys

currys.co.uk

70

Shop Direct

littlewoods.com

69

  • 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
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
Five years ago development was seen as a dead-end career, now it’s anything but – with an explosion in mobile and IoT initiatives increasing the demand for skilled engineers. But apart from having a ready supply of great coders, what constitutes true ‘DevOps Royalty’? It’ll be the ability to craft resilient architectures, supportability, security everywhere across the software lifecycle. In his keynote at @DevOpsSummit at 20th Cloud Expo, Jeffrey Scheaffer, GM and SVP, Continuous Delivery Busine...
SYS-CON Events announced today that Peak 10, Inc., a national IT infrastructure and cloud services provider, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Peak 10 provides reliable, tailored data center and network services, cloud and managed services. Its solutions are designed to scale and adapt to customers’ changing business needs, enabling them to lower costs, improve performance and focus intern...
SYS-CON Events announced today that Progress, a global leader in application development, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Enterprises today are rapidly adopting the cloud, while continuing to retain business-critical/sensitive data inside the firewall. This is creating two separate data silos – one inside the firewall and the other outside the firewall. Cloud ISVs ofte...
SYS-CON Events announced today that Hitachi Data Systems, a wholly owned subsidiary of Hitachi LTD., will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City. Hitachi Data Systems (HDS) will be featuring the Hitachi Content Platform (HCP) portfolio. This is the industry’s only offering that allows organizations to bring together object storage, file sync and share, cloud storage gateways, and sophisticated search and...
DevOps at Cloud Expo – being held October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises – and delivering real r...
SYS-CON Events announced today that Linux Academy, the foremost online Linux and cloud training platform and community, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Linux Academy was founded on the belief that providing high-quality, in-depth training should be available at an affordable price. Industry leaders in quality training, provided services, and student certification passes, its goal is to c...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 21st International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo Silicon Valley Call for Papers is now open.
SYS-CON Events announced today that DivvyCloud will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. DivvyCloud software enables organizations to achieve their cloud computing goals by simplifying and automating security, compliance and cost optimization of public and private cloud infrastructure. Using DivvyCloud, customers can leverage programmatic Bots to identify and remediate common cloud problems in rea...
SYS-CON Events announced today that Tintri, Inc, a leading provider of enterprise cloud infrastructure, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Tintri offers an enterprise cloud platform built with public cloud-like web services and RESTful APIs. Organizations use Tintri all-flash storage with scale-out and automation as a foundation for their own clouds – to build agile development environments...
SYS-CON Events announced today that Fusion, a leading provider of cloud services, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Fusion, a leading provider of integrated cloud solutions to small, medium and large businesses, is the industry’s single source for the cloud. Fusion’s advanced, proprietary cloud service platform enables the integration of leading edge solutions in the cloud, including cloud...
SYS-CON Events announced today that Systena America will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Systena Group has been in business for various software development and verification in Japan, US, ASEAN, and China by utilizing the knowledge we gained from all types of device development for various industries including smartphones (Android/iOS), wireless communication, security technology and IoT serv...
The 21st International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Machine Learning and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding busin...
SYS-CON Events announced today that Technologic Systems Inc., an embedded systems solutions company, will exhibit at SYS-CON's @ThingsExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Technologic Systems is an embedded systems company with headquarters in Fountain Hills, Arizona. They have been in business for 32 years, helping more than 8,000 OEM customers and building over a hundred COTS products that have never been discontinued. Technologic Systems’ pr...
SYS-CON Events announced today that Carbonite will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Carbonite protects your entire IT footprint with the right level of protection for each workload, ensuring lower costs and dependable solutions with DoubleTake and Evault.
SYS-CON Events announced today that Progress, a global leader in application development, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Enterprises today are rapidly adopting the cloud, while continuing to retain business-critical/sensitive data inside the firewall. This is creating two separate data silos – one inside the firewall and the other outside the firewall. Cloud ISVs oft...
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists will examine how DevOps helps to meet th...
SYS-CON Events announced today that CollabNet, a global leader in enterprise software development, release automation and DevOps solutions, will be a Bronze Sponsor of SYS-CON's 20th International Cloud Expo®, taking place from June 6-8, 2017, at the Javits Center in New York City, NY. CollabNet offers a broad range of solutions with the mission of helping modern organizations deliver quality software at speed. The company’s latest innovation, the DevOps Lifecycle Manager (DLM), supports Value S...
SYS-CON Events announced today that Cloudistics, an on-premises cloud computing company, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloudistics delivers a complete public cloud experience with composable on-premises infrastructures to medium and large enterprises. Its software-defined technology natively converges network, storage, compute, virtualization, and management into a ...
SYS-CON Events announced today that Ocean9will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Ocean9 provides cloud services for Backup, Disaster Recovery (DRaaS) and instant Innovation, and redefines enterprise infrastructure with its cloud native subscription offerings for mission critical SAP workloads.