Body Shop online experience is more than skin deep

body shopThe Body Shop, the business founded on Anita Roddick’s kitchen table in Brighton in the 1970s before expanding into one of the first global ethical brands, is leading the way in ecommerce experience across a raft of key metrics.

The cosmetics retailer, which is now owned by Brazilian cosmetics company Natura, achieved the highest score for its website in an analysis of 500 of the largest online retailers, which used the four key metrics of accessibility, search engine optimisation (SEO), user experience (UX) and site speed.

The Digital Retail Index is compiled by ecommerce specialist Remarkable Commerce using Google’s Lighthouse tool to track web performance.

The Body Shop achieved a score of 381 out of 400, having gained full marks for its accessibility as well as 98 out of 100 for its SEO, surpassing household brand names such as Asos, which came 196th, and Amazon, which came 253rd.

In second place, with a score of 372, was pet food and accessories retailer Jollyes, with outdoor apparel brand Regatta, 366, completing the top three.

The rest of the top ten comprises Dunelm, Moss Bros, online furniture brand Swoon, kitchen, bathroom and building supplies firm MKM, Victoria Plum, outdoor retailer Craghoppers and jewellers Warren James.

Remarkable Commerce head of product Brad Houldsworth said: “Online retailers know they operate in a competitive environment but as the Digital Retail Index shows, you don’t have to be a global player, or even come from an ecommerce background, to thrive online.

“What sets the retailers with top-performing websites apart is their commitment to SEO and continuous technical improvements that enhance user experiences. A scalable website that enables them to respond to demand during peak periods is critical for driving sales and building brand loyalty.

“Shopper habits have now changed for good since the pandemic, shifting even further towards ecommerce, and retailers have to be ready for surges during peak periods, or they’ll get left behind.

“While mid-sized retailers don’t have the same in-house technical skills as the biggest ecommerce companies, it’s still possible to compete with them if you have the right platform and regularly undertake performance checks.”

You can find the Index here:

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