Asos tops digital customer experience survey

Online fashion retailer Asos has topped the rankings in a digital customer experience survey by customer specialist eDigitalResearch.

The eRetail Benchmark survey measures and assesses the entire end-to-end digital experience from the homepage to making a purchase and after sales care and covers key multichannel touch points, including web and mobile.

The latest report covers the Christmas trading period and found that Asos’s “exceptional” website navigation, “inspiration” homepage and its overall digital customer experience ranked it ahead of the competition. Consumers polled also said that they were also impressed with the “seamless experience” across digital devices and extensive range of product features.

John Lewis and Notonthehighstreet.com claimed the second and third spots respectively with scores just 0.2 percent and 0.3 percent below Asos in the overall multichannel league table. While H&M led the way when it came to mobile navigation with a top score of 93 percent due to the accuracy of its search facility.

Asos tops latest eRetail Benchmark from eDigitalResearch

Looking across the end-to-end digital customer experience, shoppers were found to be currently most satisfied with their collective search experience. Keyword search scored 8.57 percent higher than the checkout stage which is currently the lowest performing section of the digital customer journey.

Derek Eccleston, chief development officer at eDigitalResearch, said: "The end-to-end customer experience matters now more than ever and we are now beginning to see retailers invest heavily in their digital experience.

“A great customer journey is fundamental to a brands success and in 2016, tapping into customers emotions will become one of the only ways retailers will be able to differentiate themselves - the tools and technology are now out there to enable retailers to do this and using them to their maximum potential is key to delivery customers' expectations.”

Image: Asos