Boots offers the best multichannel experience across online, mobile and in-store platforms, according to a new study, which shows Currys and Superdrug slumped at the bottom of the pile.
The 2011 Multi-Channel Retail Report from user experience consultancy Webcredible, reveals that Boots is top with an 83% score, with Marks & Spencer, Debenhams and Waterstones following in joint second with scores of 81%.
Webcredible focused on a wider set of guidelines aimed at evaluating user experience across multiple channels to incorporate additional platforms including mobile and the in-store experience, in a move to encourage the industry to think and act in a more coordinated manner for both offline and digital platforms.
These leading retailers had previously performed well in Webcredible’s Online High Street reports in recent years, but the report shows many others with well performing websites have slipped down the chart under the new cross-channel review.
According to this year’s report, the majority of retailers scored well with 9 out of 15 companies scoring over 50% for their user experience across their online, mobile and in-store channels. But all companies could do much more to offer a more unified experience. The bottom five retailers, including Superdrug, Hamleys and Currys scored poorly due to inadequate mobile usability and a lack of a mobile-optimised experience.
Turning its attention to mobile, Webcredible’s 2011 report highlights important functions that retailers need to provide in order to keep up with the changing market demands. Features such as a store locator were considered important and extra points were awarded to sites or apps that use GPS and interactive maps to direct customers.
Here, Apple proved successful, offering customers the opportunity to make reservations for one-on-one appointments. Debenhams’ personalised app and barcode scanner also scored extra points for its ability to provide customers with new ways to find and buy products. Six out of the 15 companies however possessed neither an app or mobile site indicating a need for improvement.
“The explosion of smartphones and mobile Internet usage, particularly to shop, has completely transformed retailer strategy within the store, retailers must first ensure their customers are aware of each channel available to them. Whatever channel customers choose to use, there should be clear signals about other buying methods available throughout the shopping experience to give the best level of customer satisfaction,” said Trenton Moss, managing director and founder of Webcredible.
“Those that have apps and mobile sites need to do more to draw attention to their existence, and as they do, this messaging must be consistent with the brand itself. Retailers need to be harnessing innovative technology available to them in order to continue to merge the boundaries between each multiple channel,” concluded Moss.
