Top 100 E-Retailers: ForeSee Results Quantifies Relationship Between Customer Satisfaction and Purchase Intent

Ann Arbor, Mich. (May 10, 2011) — ForeSee Results today released its annual assessment of the top 100 online retailers, showing that customer satisfaction with e-retail remains at an all-time high score of 78 on the study’s 100-point scale. In addition to providing satisfaction scores, the study quantifies purchase intent, or a consumer’s likelihood to purchase from a retailer through any channel, online or offline. Satisfaction predicts purchase intent when it is measured using ForeSee’s methodology.

Nearly one-third of the rated e-retailers score 80 or higher (which is the threshold to be considered a top performer in the Index) up significantly from 2007 when only four websites were considered top performers. Moreover, not a single e-retailer scores below 70. Just two years ago, 15 percent of the top 100 retailers scored 69 or lower.

“Over the last seven years, we’ve really seen an industry mature from a huge range of satisfaction scores to a relatively narrow range,” said Larry Freed, President and CEO of ForeSee Results. “However, it’s important to remember that these scores are for only the Top 100 e-retailers, and a lot of smaller retailers still struggle with prioritizing the online customer experience. Understanding the relationship between customer satisfaction and purchase behavior should be a powerful motivator to measure and improve online customer satisfaction.”

 

 

The report, which can be downloaded at www.foreseeresults.com, includes individual satisfaction scores with the 100 top e-retailers for the past seven years, allowing for comparisons over time and between companies. After six years of leading the Index, Netflix drops two points to 85 and Amazon narrowly takes the lead, remaining unchanged at 86. The biggest gainers between 2010 and 2011 are Newegg, Shutterfly, Staples, Peapod, Lowes, Macys.com, and Hayneedle, up three points each.

The report quantifies the cause-and-effect relationship between customer satisfaction and the future success of a retailer. When compared to dissatisfied visitors, highly-satisfied visitors to retail websites say they are 68% more likely to purchase online, 46% more likely to purchase offline, and 61% more likely to purchase from that retailer next time they’re in the market for a similar product (based on likelihood scores). Highly satisfied customers are also more likely to recommend the retailer.

“Time and again our research shows that customer satisfaction drives loyalty, positive word of mouth, and future purchase intent,” added Freed. “Even as this economy slowly recovers, competition for the consumer dollar has never been tighter, so companies cannot afford to be complacent with their single most important consumer interface: the website.”

The measured retail industries include:

  • Apparel/Accessories
  • Books/Music/Video
  • Computers/Electronics
  • Food/Drug
  • Mass Merchant
  • Specialty/Non-Apparel
  • Automotive Parts/Accessories
  • Flowers/Gifts
  • Hardware/Home Improvement
  • Health & Beauty
  • Housewares/Home Furnishings
  • Jewelry
  • Office Supplies
  • Sporting Goods
  • Toys/Hobbies

The annual Top 100 E-Retail Satisfaction Index from ForeSee Results uses the patented methodology of the American Customer Satisfaction Index (ACSI), which was developed at the University of Michigan and is a proven predictor of consumer spending. Today’s report is based on surveys of more than 22,000 visitors to the top 100 e-retail websites (by sales volume, as reported in the 2011 Internet Retailer Top 500 Guide).

A table of this year’s satisfaction and purchase intent scores is below, and a full set of historical scores over time is available in the full report, which can be downloaded for free at www.ForeSeeResults.com.

 

2011 Rank
(according to
sales volume)

Website

Satisfaction

Purchase Intent
(any channel)

1

Amazon.com

86

93

13

Netflix.com

85

85

31

Avon.com

84

88

12

QVC.com

84

89

11

Newegg.com

83

86

83

BassPro.com

82

86

27

HSN.com

82

85

63

Shutterfly.com

82

85

54

Scholastic.com

81

88

88

Vitacost.com

81

88

94

SwissColony.com

81

84

26

LLBean.com

81

86

22

TigerDirect.com

81

85

36

Vistaprint.com

81

84

97

Keurig.com

81

85

77

WeightWatchers.com

81

75

42

MusiciansFriend.com

81

83

39

Cabelas.com

81

85

24

Williams-Sonoma.com

80

83

61

OrientalTrading.com

80

84

2

Staples.com

80

87

40

BN.com

80

87

17

JCP.com

80

89

32

Kohls.com

80

90

3

Store.Apple.com

80

85

15

Costco.com

80

90

9

BestBuy.com

80

85

81

ColdwaterCreek.com

80

84

6

Walmart.com

79

89

67

Walgreens.com

79

87

46

drugstore.com

79

83

20

VictoriasSecret.com

79

84

69

DisneyStore.com

79

85

4

Dell.com

79

82

82

NorthernTool.com

79

83

68

REI.com

79

83

19

HPShopping.com

79

80

98

1800Contacts.com

79

81

65

RalphLauren.com

79

82

47

Peapod.com

79

81

34

SportsmansGuide.com

79

82

55

crateandbarrel.com

78

81

29

AmwayGlobal.com

78

81

86

SierraTradingPost.com

78

83

64

Diapers.com

78

79

16

Macys.com

78

86

100

HarryandDavid.com

78

80

51

AE.com

78

83

21

Target.com

78

88

25

Overstock.com

78

80

90

Lowes.com

78

87

8

OfficeMax.com

78

84

80

CVS.com

78

85

41

Blockbuster.com

78

78

91

EddieBauer.com

77

84

93

AAFES.com

77

86

28

Nordstrom.com

77

83

18

Grainger.com

77

81

5

OfficeDepot.com

77

82

74

Blair.com

77

82

44

PCConnection.com

77

81

73

Nike.com

77

83

85

ShoeBuy.com

77

77

37

ToysRUs.com

77

83

10

CDW.com

77

80

45

1800Flowers.com

77

76

95

FootballFanatics.com

77

80

33

Buy.com

77

79

52

CSNStores.com

77

78

23

Gap.com

76

81

30

HomeDepot.com

76

85

72

Hayneedle.com

76

78

43

SaksFifthAvenue.com

76

74

79

Ancestry.com

76

77

38

NeimanMarcus.com

75

77

14

SonyStyle.com

75

78

59

BlueNile.com

75

72

57

Abercrombie.com

75

81

66

FTD.com

75

74

35

Shop.SymantecStore.com

75

81

56

FootLocker.com

75

78

53

PCMall.com

75

76

70

FreshDirect.com

75

80

75

USAutoParts.net

74

77

50

JCrew.com

74

81

92

Fingerhut.com

74

75

89

ShopNBC.com

74

75

7

Sears.com

74

84

60

Nutrisystem.com

74

70

99

Safeway.com

73

79

48

UrbanOutfitters.com

72

77

71

Spiegel.com

71

72

58

efollett.com

70

77

78

RueLaLa.com

70

71

Score differences of approximately +/- 3 points are statistically significant at the 90% level of confidence.

About ForeSee Results

As the leader in customer satisfaction measurement, ForeSee Results captures and analyzes voice of customer data to help organizations increase loyalty, recommendations and marketing value. Using a patented, scientific methodology developed at the University of Michigan, ForeSee Results identifies improvements across all channels and touch points that drive customer satisfaction. With over 60 million survey responses collected to date and benchmarks across dozens of industries, ForeSee Results offers unparalleled expertise in customer satisfaction measurement and management around the globe.

ForeSee Results can be found online at www.ForeSeeResults.com.