More Retail Websites than Ever Achieve
High Scores on ForeSee's Top 100 E-Retail
Satisfaction Index

Amazon Sets Bar Higher; Netflix Makes Modest Recovery after Last Year's Crash

ANN ARBOR, Mich. (May 9, 2012) — A record 36 of the top 100 online retailers achieve the "threshold for excellence" on the annual Top 100 E-Retail Satisfaction Index from customer experience analytics firm ForeSee.  Scores of 80 or higher on ForeSee's 100-point scale are considered superior customer satisfaction performances. In 2010 and 2011, 28 websites achieved this distinction, while in 2009 only six websites
cleared the mark. The Index in aggregate plateaus however, scoring 78 for a third consecutive year.

"We're measuring the biggest players in the game, and they just keep getting better and better.
Because customer satisfaction, as we measure it, is predictive, that’s a good sign not only for the consumer experience, but for the bottom line of internet retailers as well," said study author Larry Freed, President and CEO of ForeSee. "If there's a negative spin to these positive trends, it is that this puts even more pressure on all other e-retailers to keep up or catch up."

 

E-commerce stalwart Amazon continues to set the bar higher, climbing three points to 89, and four points higher than the second-highest scoring websites, Apple.com (85) and QVC.com (85). Apple is also one of the most improved sites from last year, surging five points as did RueLaLa.com. Foot Locker (79) and JCrew.com (78) each jump four points, and 11 e-retailers improved three points. Netflix is four points down from a year ago, but it regained two points from the Index's 2011 holiday-season metric.

"Amazon continues to set the standard for e-retailers. The truth is that every consumer who has visited Amazon knowingly or unknowingly benchmarks all other experiences against it, and why wouldn't they? They do everything and they do it well," said Freed. "That is going to spell even bigger trouble for Netflix. The two companies used to vie for number one. Now Netflix is floundering just as Amazon is making deeper moves into streaming video and even original programming. Netflix regained some lost ground, but it’s no longer a contender."

ForeSee has been releasing scores for the top e-retailers since 2005, providing a track record of performance over time, and dozens of companies have registered large improvements since they were first measured in the Index. Home Depot has improved the most, improving 10 points since it was first measured, while Costco and Kohl's have added eight points.

The measured retail industries include:

  • Apparel & Accessories
  • Books, Music & Video
  • Computers & Electronics
  • Food & Drug
  • Home Improvement
  • Mass Merchants
  • Specialty/Non-Apparel

The study uses ForeSee's technology, which is based on a scientific methodology created at the University
of Michigan and shows that higher satisfaction leads to improved loyalty and likelihood to make future purchases. In addition to individual satisfaction scores for the top 100 e-retailers by revenue as measured
by Internet Retailer, the report quantifies the likely future behaviors of website visitors, including their likelihood to purchase online or offline and proxies for loyalty such as likelihood to return to the site or recommend. When compared to dissatisfied customers, highly satisfied website visitors—those who score their experience 80 or higher—report being 72% more likely to purchase from that retailer's website and 56% more likely to make the purchase through another channel.

"Highly satisfied website visitors are nearly 70% more likely to recommend the website to others than dissatisfied customers. In the modern world of Facebook, Twitter, and other social media, it is even more imperative to provide the best experience possible to your customers because any experience has huge potential to be amplified, for better or for worse," said Freed.

Website

2011
Satisfaction

2012
Satisfaction

Point change
2011 - 2012

Amazon.com

86

89

3

QVC.com

84

85

1

Store.Apple.com

80

85

5

Keurig.com

81

84

3

Avon.com

84

83

-1

LLBean.com

81

83

2

1800Contacts.com

79

82

3

BN.com

80

82

2

Newegg.com

83

82

-1

OrientalTrading.com

80

82

2

Scholastic.com

81

82

1

Vistaprint.com

81

82

1

Vitacost.com

81

82

1

Walmart.com

79

82

3

HSN.com

82

81

-1

Kohls.com

80

81

1

Netflix.com

85

81

-4

SwissColony.com

81

81

0

VictoriasSecret.com

80

81

1

Walgreens.com

79

81

2

Williams-Sonoma.com

80

81

1

BestBuy.com

80

80

0

Blair.com

77

80

3

Cabelas.com

81

80

-1

Dell.com

79

80

1

EdibleArrangements.com

na

80

na

JCP.com

80

80

0

MusiciansFriend.com

81

80

-1

Nike.com

77

80

3

Nordstrom.com

77

80

3

NorthernTool.com

79

80

1

RalphLauren.com

79

80

1

REI.com

79

80

1

Shutterfly.com

82

80

-2

SportsmansGuide.com

79

80

1

WeightWatchers.com

81

80

-1

AE.com

78

79

1

BassPro.com

82

79

-3

Costco.com

80

79

-1

CVS.com

78

79

1

DisneyStore.com

79

79

0

FootLocker.com

75

79

4

HomeDepot.com

76

79

3

HPShopping.com

79

79

0

Staples.com

80

79

-1

Target.com

78

79

1

TigerDirect.com

81

79

-2

1800Flowers.com

77

78

1

Buy.com

77

78

1

ColdwaterCreek.com

80

78

-2

crateandbarrel.com

78

78

0

Grainger.com

77

78

1

Hayneedle.com

76

78

2

JCrew.com

74

78

4

MicrosoftStore.com

na

78

na

NeimanMarcus.com

75

78

3

ShoeBuy.com

77

78

1

Toysrus.com

77

78

1

Blockbuster.com

78

77

-1

EddieBauer.com

77

77

0

Gap.com

76

77

1

Lowes.com

78

77

-1

Macys.com

78

77

-1

OfficeMax.com

78

77

-1

ShopNBC.com

74

77

3

SonyStore.com

75

77

2

AnnTaylor.com

na

76

na

Fingerhut.com

74

76

2

FootballFanatics.com

77

76

-1

OfficeDepot.com

77

76

-1

SierraTradingPost.com

78

76

-2

BlueNile.com

75

75

0

FTD.com

75

75

0

Overstock.com

78

75

-3

RueLaLa.com

70

75

5

Sears.com

74

75

1

UrbanOutfitters.com

72

75

3

AutoPartsWarehouse.com

74

74

0

Nutrisystem.com

74

74

0

PCConnection.com

77

74

-3

PCMall.com

75

74

-1

Safeway.com

73

74

1

Abercrombie.com

75

73

-2

Build.com

na

73

na

Gilt.com

na

71

na

Peapod.com

79

70

-9

Ancestry.com

76

69

-7

efollett.com

70

69

-1

About ForeSee

As a pioneer in customer experience analytics, ForeSee continuously measures satisfaction across customer touch points and delivers critical insights on where to prioritize improvements for maximum impact. Because ForeSee’s superior technology and proven methodology connect the customer experience to the bottom line, executives and managers are able to drive future success by confidently optimizing the efforts that will achieve business and brand objectives. The result is better business for companies and a better experience for consumers. Visit us at www.foresee.com for customer experience solutions and original research.