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BizReport : Ecommerce : January 04, 2012


ForeSee: UK online shoppers more satisfied with experience

Online shoppers in the UK were more satisfied with their online shopping experience this year than at any other time, according to new research from customer experience analysts ForeSee.

by Helen Leggatt

foresee logo.pngThis year's study of online shoppers in the UK found that, based on four factors, functionality, price, merchandise and content, overall levels of satisfaction have risen this year.

On a 100 point scale overall satisfaction rose one point on last year to 73, seven points above the results of their first UK Holiday E-retail Satisfaction Index in 2007.

Retailers that satisfy consumer demands online are likely to see more return business, and even offline sales, as a result, says ForeSee. Of the 10,000 respondents to the survey nearly two-thirds (62%) said they were more likely to return to a retailer's website if they were satisfied with their service. Furthermore, 42% said they would be more likely to make an offline purchase from that retailer.

"Our research shows just how important the impact of the online shopping channel is on overall business," said Larry Freed, chief executive of ForeSee. 'One of the best ways to increase that impact is by improving customer satisfaction which results in increased sales, loyalty, and positive word-of-mouth recommendations."

Amazon.co.uk was top of ForeSee's list of top 40 retailers. The online store scored 85 points and came ahead of Amazon.com with 82. Play.com scored 80, tying for third place with JohnLewis.com.

Bottom of the list, with 61 points, was the website for the London 2012 Olympics.

Tags: consumer insight, customer satisfaction, ecommerce, Foresee, online measurement, online shopping, research, UK, website performance










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