Customer Satisfaction Improves for Retail Websites, According to ForeSee Results’ Top 100 Online Retail Satisfaction Index
Netfix.com, QVC.com, and Amazon.com Top List of E-Retailers
ANN ARBOR, Mich. (May 15, 2008) – Netflix.com does the best job satisfying its customers, according to the ForeSee Results Top 100 Online Retail Satisfaction Index. The online retailer leads the Index with a score of 86 on the study’s 100-point scale with QVC.com (84) and Amazon.com (83) trailing slightly. Overall, customer satisfaction with the Top 100 online retailers is up 1.4% to a score of 75.
“The Web continues to be a bright spot in retail, which is good news for retailers and even better news for consumers,” said Larry Freed, president and CEO of ForeSee Results. “When competition for limited consumer dollars is fierce, as it is now in a weak economy, retailers are searching for ways to convert browsers to buyers. Providing a satisfying website experience is the first place to start.”
ForeSee Results’ Top 100 Online Retail Satisfaction Index is conducted using the proven methodology of the University of Michigan’s American Customer Satisfaction Index (ACSI). Customer satisfaction, when measured using the ACSI methodology, is a key measurement of current success and a predictive indicator of future sales (online and offline), loyalty, and word-of-mouth recommendations. Individual satisfaction scores for all 100 retailers are reported below.
The study found that online satisfaction drives loyalty, sales, and word of mouth. Highly satisfied online shoppers are 69% more likely to purchase from the retailer the next time they are shopping for similar merchandise , 75% more likely to purchase online , 42% more likely to purchase offline and 75% more likely to recommend the retailer. In order to increase online satisfaction (thereby increasing loyalty and purchase intent), e-retailers in the aggregate should focus on online branding and improving site experience.
“The more satisfied a customer is with a website, the better the opportunity for the retailer to impact their bottom-line,” said Larry Freed, president and CEO of ForeSee Results. “Customer satisfaction builds loyalty, increases brand recognition, and ultimately leads to future sales.”
The Books/CDs/DVDs and Sporting Goods categories lead the product category rankings, both with aggregate scores of 76. Other categories of e-retail measured by the study include: Food/Drug, Mass Merchants, and Specialty Retailers all with aggregate scores of 75 and Apparel & Accessories and Computers/Electronics bringing up the rear with 74.
Website |
Spring 2007 |
Spring 2008 |
% Change 2007-2008 |
AGGREGATE |
74 |
75 |
1.4% |
Netflix.com (NFLX) |
85 |
86 |
1.2% |
QVC.com |
85 |
84 |
-1.2% |
Amazon.com (AMZN) |
83 |
83 |
0.0% |
DrsFosterSmith.com |
81 |
81 |
0.0% |
Shutterfly.com (SFLY) |
77 |
80 |
3.9% |
Newegg.com |
78 |
80 |
2.6% |
Apple.com (AAPL) |
79 |
80 |
1.3% |
BassPro.com |
76 |
79 |
3.9% |
Shopping.hp.com |
76 |
79 |
3.9% |
Avon.com |
78 |
79 |
1.3% |
OrientalTrading.com |
78 |
79 |
1.3% |
HSN.com (Home Shopping Network) |
79 |
79 |
0.0% |
LLBean.com |
79 |
79 |
0.0% |
MarketDay.com |
79 |
79 |
0.0% |
BN.com (Barnes & Noble) (BKS) |
82 |
79 |
-3.7% |
TigerDirect.com (Systemax) (SYX) |
79 |
78 |
-1.3% |
Talbots.com (TLB) |
73 |
78 |
6.8% |
Williams-Sonoma.com (WSM) |
75 |
78 |
4.0% |
Drugstore.com (DSCM) |
76 |
78 |
2.6% |
VistaPrint.com (VPRT) |
76 |
78 |
2.6% |
Cabelas.com (CAB) |
78 |
78 |
0.0% |
AmericanGirl.com |
79 |
78 |
-1.3% |
Zappos.com |
79 |
78 |
-1.3% |
Art.com |
n/m |
77 |
n/a |
CVS.com (CVS) |
72 |
77 |
6.9% |
CrateandBarrel.com |
73 |
77 |
5.5% |
ColdwaterCreek.com (CWTR) |
74 |
77 |
4.1% |
JCPenney.com (JCP) |
76 |
77 |
1.3% |
Blockbuster.com (BBI) |
77 |
77 |
0.0% |
Dell.com (DELL) |
78 |
77 |
-1.3% |
MusiciansFriend.com |
78 |
77 |
-1.3% |
EddieBauer.com (EBHI) |
73 |
76 |
4.1% |
CircuitCity.com (CC) |
74 |
76 |
2.7% |
1800Contacts.com |
75 |
76 |
1.3% |
DisneyDirect.com (DIG) |
75 |
76 |
1.3% |
Walgreens.com (WAG) |
75 |
76 |
1.3% |
VictoriasSecret.com (LTD) |
77 |
76 |
-1.3% |
NeimanMarcus.com |
69 |
75 |
8.7% |
ToysRUs.com |
71 |
75 |
5.6% |
Nike.com (NKE, NKESA) |
73 |
75 |
2.7% |
Nordstrom.com (JWN) |
73 |
75 |
2.7% |
NorthernTool.com |
74 |
75 |
1.4% |
AAFES.com (Army and Air Force Exchange Service) |
75 |
75 |
0.0% |
HarryandDavid.com |
75 |
75 |
0.0% |
Staples.com (SPLS) |
75 |
75 |
0.0% |
Walmart.com (WMT) |
75 |
75 |
0.0% |
Polo.com (Ralph Lauren Media LLC) |
n/m |
74 |
n/a |
SonyStyle.com (SNE) |
70 |
74 |
5.7% |
BestBuy.com (BBY) |
71 |
74 |
4.2% |
Spiegel.com |
71 |
74 |
4.2% |
AbeBooks.com |
73 |
74 |
1.4% |
Scholastic.com (SCHL) |
74 |
74 |
0.0% |
Overstock.com (OSTK) |
76 |
74 |
-2.6% |
Quixtar.com |
77 |
74 |
-3.9% |
JR.com (J&R Electronics.com) |
n/m |
73 |
n/a |
SierraTradingPost.com |
n/m |
73 |
n/a |
Macys.com (M) |
69 |
73 |
5.8% |
Abercrombie.com (ANF) |
70 |
73 |
4.3% |
SaksFifthAvenue.com (SKS) |
70 |
73 |
4.3% |
Shop.MLB.com |
70 |
73 |
4.3% |
1800Flowers.com |
71 |
73 |
2.8% |
dELiAs.com (DLIA) |
71 |
73 |
2.8% |
AE.com (American Eagle) (AEO) |
72 |
73 |
1.4% |
FootLocker.com (FL) |
72 |
73 |
1.4% |
REI.com |
73 |
73 |
0.0% |
Target.com (TGT) |
76 |
73 |
-3.9% |
Kohls.com (KSS) |
n/m |
72 |
n/a |
ShopNBC.com |
69 |
72 |
4.3% |
CDW.com |
70 |
72 |
2.9% |
Gateway.com |
70 |
72 |
2.9% |
Lowes.com (LOW) |
70 |
72 |
2.9% |
Buy.com |
71 |
72 |
1.4% |
SmartBargains.com |
71 |
72 |
1.4% |
Costco.com (COST) |
72 |
72 |
0.0% |
Gap.com (GPS) |
72 |
72 |
0.0% |
Sears.com (SHLD) |
72 |
72 |
0.0% |
OfficeDepot.com (ODP) |
74 |
72 |
-2.7% |
eBags.com |
75 |
72 |
-4.0% |
Chadwicks.com |
73 |
72 |
-1.4% |
Fingerhut.com |
n/m |
71 |
n/a |
RestorationHardware.com (RSTO) |
n/m |
71 |
n/a |
Etronics.com |
68 |
71 |
4.4% |
BlueNile.com (NILE) |
70 |
71 |
1.4% |
FTD.com (FTD) |
71 |
71 |
0.0% |
OfficeMax.com (OMX) |
71 |
71 |
0.0% |
JCrew.com (JCG) |
72 |
71 |
-1.4% |
Peapod.com |
73 |
71 |
-2.7% |
TheCompanyStore.com |
n/m |
70 |
n/a |
FreshDirect.com |
70 |
70 |
0.0% |
HomeDepot.com (HD) |
69 |
69 |
0.0% |
Bidz.com (BIDZ) |
70 |
69 |
-1.4% |
LCDTV.com (Accoona) |
n/m |
68 |
n/a |
MusicStore.Real.com (RealNetworks Inc.) (RNWK) |
n/m |
68 |
n/a |
efollett.com |
70 |
68 |
-2.9% |
USAutoParts.net |
n/m |
67 |
n/a |
PCConnection.com (PCCC) |
67 |
67 |
0.0% |
PCMall.com |
67 |
67 |
0.0% |
Due to insufficient sample sizes, scores could not be reported for CSN Stores, Netshops and Safeway, also in Internet Retailer’s Top 100 E-Retailers list.
About the Top 100 Online Retail Satisfaction Index
The Top 100 Online Retail Satisfaction Index measures browser satisfaction with the top 100 online retailers by sales volume from the 2008 Internet Retailer Top 500 Guide. Satisfaction data was collected through FGI Research’s SmartPanel—a nationwide group of 1.6 million consumer households that have agreed to participate in opt-in surveys—and analyzed using the methodology of the University of Michigan’s American Customer Satisfaction Index. During early spring 2008, ForeSee Results collected data from over 24,000 respondents who had visited the top 100 online retail sites within the previous two weeks but didn’t necessarily make a purchase.
The ACSI is a leading economic indicator and a cross-industry benchmark of customer satisfaction for seven economic sectors, more than 45 industries and nearly 200 major companies in the United States, measuring approximately 45% of the U.S. gross domestic product. Applied to the web, the ACSI methodology goes beyond accurately assessing current satisfaction to predict how improving online customer satisfaction will foster future behaviors tied to loyalty, such as future purchases.
About ForeSee Results
As the leader in online customer satisfaction measurement, ForeSee Results captures and analyzes online voice of customer data to help public and private sector organizations increase loyalty, recommendations and website value. Using the methodology of the University of Michigan’s American Customer Satisfaction Index (ACSI), ForeSee Results identifies improvements to websites and other online initiatives that drive customer satisfaction. With over 28 million survey responses collected to date and benchmarks across dozens of industries, ForeSee Results offers unparalleled expertise in customer satisfaction measurement and management. ForeSee Results works with clients across the public and private sectors.
ForeSee Results, a privately held company, is located in Ann Arbor, Michigan and on the web at www.ForeSeeResults.com.
About FGI Research
FGI Research is a leading provider of market research and information solutions that improve the speed, accuracy and impact of business decisions. Data for the survey was collected through FGI Research’s SmartPanel™, a nationwide panel of approximately 1.6 million consumer households who have agreed to participate in opt-in surveys.
FGI offers a premier suite of online research solutions under the SmartPanel™ family of specialty and proprietary custom research panels. For additional information, visit www.fgiresearch.com .