Netflix, QVC, and Amazon Lead E-Retailers in Customer Satisfaction
Netflix, QVC.com and Amazon received the highest customer satisfaction ratings in the most recent Top 100 Online Retail Satisfaction Index released from ForeSee Results.
As a category, retailers selling books, CDs, and DVDs tended to score best overall, while the categories of apparel & accessory retailers and computer/electronics retailers generally performed below average.
The report is based on over 20,000 surveys of consumers who visited the top 100 revenue-grossing retail websites in the Internet Retailer Top 500 Guide. Using the methodology of the University of Michigan�s American Customer Satisfaction Index (ACSI), the study measured how well the top retail websites delivered the kind of site experience customers desire. The websites included in the index spanned a variety of categories including Apparel & Accessories, Books/CDs/DVDs, Computers/Electronics, Flowers/Gifts, Food/Drug, Hardware/Home Improvement, Health/Beauty, Jewelry, Mass Merchants, Office Supplies, Specialty Retailers, Sporting Goods and Toys/Hobbies.
Among the findings:
- Netflix.com and QVC.com were tied for the highest satisfaction score of 85 on a 100-point scale. Other customer favorites include Amazon.com (83), Barnes & Noble�s website, BN.com (82), DrsFosterSmith.com (81), LLBean.com (79) and Apple.com (79).
- The lowest scorers included PCMall.com and PCConnection.com, each with a score of 67.
- Books/CDs/DVDs was the highest-scoring category.
- Nordstrom.com (73) received the best score among high end retailers. NeimanMarcus.com (69) had the biggest drop in the Index, declining 9% from a year ago.
- JCPenney.com (76), Target.com (76), and Walmart.com (75) led department store retailers.
- LLBean.com (79), shoe-retailer Zappos.com (79), and VictoriasSecret.com (77) led the apparel and accessories category.
- Apple.com (79), TigerDirect.com (79), Dell.com (78), and Newegg.com (78) led the computer and electronics category.
- Price may be less important than some e-retailers think. According to the report, �for the vast majority of retail websites, investing in site experience improvements or brand will have a bigger positive impact on the bottom line than trying to drive demand by dropping the price.�
- Customer satisfaction was shown to drive loyalty, positive word of mouth, ROI, and future financial performance. The study also found a high correlation between customer satisfaction and customers� propensity to choose a particular retailer.
�It�s impressive that some retailers� satisfaction scores for browsers are so high,� said Larry Freed, President and CEO of ForeSee Results. �We expect purchaser satisfaction of the leaders to be high, but high browser satisfaction scores represent the strong positive contribution of the online shopping experience that has been difficult to quantify though other metrics. It�s also notable that while some of the biggest online retailers achieved high satisfaction scores, size doesn�t necessarily equate with high satisfaction. There are a number of smaller niche retailers that are rated in the top tier by online shoppers.�
| Website | Satisfaction Spring 2007 |
|
| Netflix.com | 85 | |
| QVC.com | 85 | |
| Amazon.com | 83 | |
| BN.com | 82 | |
| DrsFosterSmith.com | 81 | |
| AmericanGirl.com | 79 | |
| MarketDay.com | 79 | |
| LLBean.com | 79 | |
| HSN.com | 79 | |
| TigerDirect.com | 79 | |
| Zappos.com | 79 | |
| Apple.com | 79 | |
| Cabelas.com | 78 | |
| MusiciansFriend.com | 78 | |
| OrientalTrading.com | 78 | |
| Schwans.com | 78 | |
| Newegg.com | 78 | |
| Avon.com | 78 | |
| Dell.com | 78 | |
| Blockbuster.com | 77 | |
| Shutterfly.com | 77 | |
| VictoriasSecret.com | 77 | |
| Quixtar.com | 77 | |
| BassPro.com | 76 | |
| Crutchfield.com | 76 | |
| VistaPrint.com | 76 | |
| Drugstore.com | 76 | |
| JCPenney.com | 76 | |
| Overstock.com | 76 | |
| shopping.hp.com | 76 | |
| Target.com | 76 | |
| 1800Contacts.com | 75 | |
| AAFES.com | 75 | |
| DisneyDirect.com | 75 | |
| eBags.com | 75 | |
| HarryandDavid.com | 75 | |
| Walgreens.com | 75 | |
| Williams-Sonoma.com | 75 | |
| Staples.com | 75 | |
| Walmart.com | 75 | |
| ColdwaterCreek.com | 74 | |
| NorthernTool.com | 74 | |
| Scholastic.com | 74 | |
| OfficeDepot.com | 74 | |
| CircuitCity.com | 74 | |
| AbeBooks.com | 73 | |
| CrateandBarrel.com | 73 | |
| Domestications.com | 73 | |
| EddieBauer.com | 73 | |
| LillianVernon.com | 73 | |
| Nike.com | 73 | |
| Peapod.com | 73 | |
| REI.com | 73 | |
| Talbots.com | 73 | |
| Chadwicks.com | 73 | |
| Nordstrom.com | 73 | |
| AE.com | 72 | |
| CVS.com | 72 | |
| FootLocker.com | 72 | |
| JCrew.com | 72 | |
| LaneBryant.com | 72 | |
| Gap.com | 72 | |
| Sears.com | 72 | |
| Costco.com | 72 | |
| dELiAs.com | 71 | |
| FTD.com | 71 | |
| OfficeMax.com | 71 | |
| Palm.com | 71 | |
| SmartBargains.com | 71 | |
| Spiegel.com | 71 | |
| 1800Flowers.com | 71 | |
| BestBuy.com | 71 | |
| Buy.com | 71 | |
| CompUSA.com | 71 | |
| ToysRUs.com | 71 | |
| Abercrombie.com | 70 | |
| Bidz.com | 70 | |
| BlueNile.com | 70 | |
| CDW.com | 70 | |
| efollett.com | 70 | |
| eToys.com | 70 | |
| FreshDirect.com | 70 | |
| Lowes.com | 70 | |
| SaksFifthAvenue.com | 70 | |
| Shop.MLB.com | 70 | |
| Gateway.com | 70 | |
| SonyStyle.com | 70 | |
| HomeDepot.com | 69 | |
| ShopNBC.com | 69 | |
| NeimanMarcus.com | 69 | |
| Macys.com | 69 | |
| Etronics.com | 68 | |
| PCConnection.com | 67 | |
| PCMall.com | 67 |
�Lower scoring retailers shouldn�t be discouraged, since they have the greatest opportunity to improve the website shopping experience and they are still ranked among the top 100 retailers in terms of online sales,� said Freed. �By increasing online customer satisfaction, these retailers will see a profound impact on financial performance.�
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