ForeSee Results Releases Its Annual Assessment of the Top 100 Online Retailers

Online Satisfaction Drives Purchase Intent. (PRNewsFoto/ForeSee Results)

ANN ARBOR, Mich., May 10, 2011 /PRNewswire/ — 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.

SOURCE ForeSee Results

RELATED LINKS
http://www.ForeSeeResults.com

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