Amazon beats Debenhams in digital customer experience report

Online retailer Amazon has topped the latest eChannel Retail Benchmark report examining digital customer experiences, beating off department stores Debenhams, Marks & Spencer and John Lewis. The review by eDigitalResearch, which assessed the entire end-to end customer experience

across key digital channels including websites, mobile sites and apps, found that Amazon topped the report thanks to its accurate and fast predictive text on keyword search, extensive integrated customer reviews on product pages and their one-click purchase functionality.

Debenhams, which jumped up three spots in the table, ahead of rivals Marks & Spencer and John Lewis, was a close second following its recent site redesign, which now has a cleaner, fresher and tidier feel. One responder commenting on the "stylish and professional" look of the homepage, while others stated that the site was "attractive and easily recognisable", encouraging them to explore further. The department store was also praised for its easy-to-use app.

However, Marks & Spencer saw its overall multichannel digital customer experience position slip into third spot, following its site re-launch earlier this year. The fashion and lifestyle retailer scored poorly in both the first impressions and checkout stages of the customer journey, two key areas which were changed as part of the sites development.

Amazon tops UK digital customer experience study

Derek Eccleston, Commercial Director at eDigitalResearch, comments, "Amazon have long led the field with their multichannel customer experience, introducing ideas such as predictive search text and one-click purchases. While they still don't lead the way when it comes to design or first impressions, Amazon clearly understand their customers - they know that people are often wanting to make purchase quickly and their digital channels more than deliver on this front.

"Instead, when it comes to department stores, customers are looking for an engaging brand experience where they feel inspired. This is clearly the motivation behind Marks & Spencer's recent website refresh, with an emphasis on content and features. However, earlier in the year, we found that high street retailers need to combine a great experience with excellent functionality across channels, something that Marks & Spencer lacks and is probably a key driver behind their recent drop in online sales.”

Other retailers making the top 10 included Topman, Asos, House of Fraser, Topshop, New Look and Laura Ashley.

Images: Amazon and Debenhams