Customer satisfaction gap between mobile and traditional retail websites widens: new survey
A new study has found that the gap in satisfaction between retail website experiences and mobile sites is widening.
The research by customer experience data specialist ForeSee found that a full four points divides the two, with the top 10 mobile sites averaging a score of 73 on the ForeSee Experience Index compared with the 77 averaged by their web-based equivalents.
Of the companies that featured in both the top 10 mobile sites and top 40 retail websites, only one – Tesco – was more highly ranked for its mobile site (75) than for its website (74).
Eric Feinberg, senior director of mobile at ForeSee, said: “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. The findings are insightful and clearly show how the top mobile sites are lagging behind the top website counterparts.”
He added: “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.”
The study covering more than 2,500 surveys found that none of the top 10 mobile sites achieved a score of 80 or above, which is generally considered to be the threshold for excellence. Marks & Spencer and Tesco topped the chart for satisfaction with both scoring 75 points. Sports Direct and Next took joint second place with 74 points each, while N Brown, Ocado and Sainsbury’s all followed with scores of 73.
ForeSee’s UK managing director Ben Stollard said: “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.”
Top 10 UK retail mobile sites
Marks & Spencer – 75
Tesco – 75
Next – 74
Sports Direct – 74
N Brown – 73
Ocado – 73
Sainsbury’s – 73
BrandAlley – 70
Currys – 70
Shop Direct – 69
