In the run up to Christmas, Online Usability agency Webcredible have released their latest report that evaluates the websites of 20 of the UK's leading high street retailers. The Online usability research shows that once again WHSmiths have retained the top spot, but this year have been joined there by Marks & Spencer.
http://www.webcredible.co.uk/user-friendly-resources/white-papers/ecommerce-usability-2009.shtml
The report makes fascinating reading, not only with some great insight (e.g. how Waterstones provides contextual search within a specific product category - which I find particularly useful) but also that it still misses out some of the major online high street players (e.g. River Island).
2 comments:
There are some interesting ecommerce points in this recent John Lewis presentation. Esp for me having worked their when it launched. My favourite on being that they now are trying to integrate the site with all stores "by attributing sales to closest store to customer" As this was an issue to start with that the only takes sales targets from the stores so they are not so keen on it. Though as it would allow smaller stores to sell all products it can benefit them.
http://snowpatrol.snowvalley.com/2009/11/04/john-lewis-keynote-at-internet-retailing/
Other nice take away was :
Web-only customers spend £Y. Store only customers spend £Yx4. Customers that use both channels spend £Yx8 – this is why they want to make every customer multi-channel.
And the final note is good for improving ecommerce. "If it ain’t broke you ain’t looking hard enough"
Tristan
Thanks for your comment. I especially like your phrase "If it ain’t broke you ain’t looking hard enough"... I may use that subsequently.
Attributing eCommerce sales to nearest stores is a complex and often pointless exercise. One eCommerce client have worked for tried this analysis and found out that sales were greatest in those areas furthest from its stores. Therefore travel distance vs. postage cost was an issue. Go figure! :-)
Multi-channel sales is obviously an important part of the revenue mix for e-Tailers, including all combinations (order online & pick up from store, order online & return to store, order in store & have online account show purchase), but for many the technology & cost of implementation becomes the limiting factors.
Hayden
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