Retail Websites Yield Decline in Consumer Satisfaction

Online retailers are among those having a hard time these days, according to a new study of customer satisfaction.

According to the annual study of the top 40 retail Websites, conducted by Ann Arbor-Mich.-based ForeSee Results, few sites made any strides past last year’s marks. On a 100-point scale, with 80 considered the threshold for excellence, fewer hit that goal compared with last year.

“Only two of the 40 measured e-tailers scored above 80, and more than a quarter scored 70 or below,” Larry Freed, president and CEO of ForeSee Results, said in a statement released yesterday. “Nearly 40 percent saw satisfaction drop year-over-year. That’s just not playing to win in this economy.”

Amazon.com improved its ranking by 2.4 percent and took the top spot with a score of 84. According to the survey, only nine other sites saw a gain in satisfaction, including Wal-Mart, JCPenney and Target.

Among the department store sites covered, Nordstrom fared the best, staying in last year’s position with a score of 74. Macy’s and Neiman Marcus both slipped over last year, falling 1.4 percent and 4.2 percent, respectively.

Zappos.com declined 3.8 percent to a score of 75, down from last year’s 78.

Scores are based on a survey of more than 9,000 visitors to the top 40 e-commerce Websites, as determined by sales revenue. Freed said prices were a key element of satisfaction, but not the only factor for the consumers polled.

“Consumers were expecting big discounts this season, and price was a pretty important factor, but it’s not the be-all, end-all for satisfaction, even in a recession,” he said. “It’s much smarter for the long-term to improve satisfaction through Web experience improvements than erode brand equity through price cuts.”

TOMS Sponsored By TOMS

Building Business to Improve Lives

TOMS discusses its approach to mental health awareness and female empowerment through impact initiatives in the footwear segment.
Learn More

Access exclusive content