Of the nation’s biggest e-commerce companies, Amazon.com, Apple and QVC have the best mobile commerce platforms.
That’s according to a survey of 6,200 consumers being released today by ForeSee, a firm that analyzes and measures customer satisfaction. Rounding out the top five were Newegg, the electronics-focused Web site, and Victoria’s Secret, while Target, Barnes & Noble, Sears and Wal-Mart made solid headway in the mobile channel.
“Amazon is totally focused on the customer experience,” said Larry Freed, president and chief executive officer of ForeSee. “It’s an easy-to-use mobile site with great merchandise selection and great features like bar-code scanning.”
Though Apple was ranked high, “they had some challenges on the Web last holiday season and dropped a couple of points,” Freed said. “One of the main reasons was the wider variety of products. It made it harder for customers to decide. However, Apple’s mobile site is still a pretty easy-to-use environment” and remains focused on customer experience, Freed said.
The survey — called the ForeSee Mobile Satisfaction Index: Holiday Retail Edition — was conducted between Thanksgiving and Christmas, when mobile usage skyrocketed. Consumers were asked to rate the mobile sites of high-volume e-commerce companies based on such criteria as functionality, merchandise presentation, pricing and special features such as bar-code scanning. From the ratings, ForeSee compiled scores that could have ranged from one to 100. Amazon topped ForeSee’s list with a score of 85. Apple and QVC tied at 83. Newegg and Victoria’s Secret both scored 80.
ShopNBC had the lowest score at 73, while Gilt.com, Overstock, RueLaLa and Sears were near the lowest with scores of 74. Yet Sears, as well as Barnes & Noble, Wal-Mart and Target, gained points by making improvements to its mobile site over the past year.
Among the key findings:
• Consumer satisfaction with mobile sites is improving, as the index average rose to 78 out of a possible 100, from 76 in holiday 2011, when the survey on mobile sites was conducted for the first time.
• Satisfied customers were 64 percent more likely to revisit a site than dissatisfied ones.
• Showrooming is common but may not be as big of a threat to brick and mortar as it is widely perceived to be. Nearly 70 percent of the respondents reported using a mobile phone while in a retail store during the holiday season, and 62 percent accessed that store’s site or app rather than a competitor’s. But the threat of showrooming still exists, with 37 percent accessing a competitor’s site or app.
Eric Feinberg, senior director of mobile at ForeSee and coauthor of the report, said showrooming is as much of an opportunity as it is a threat. “Retailers need to engage their customers equally well through all channels, especially through mobile sites and apps, or risk losing customers and sales to competitors that do a better job of meeting their needs,” Feinberg said.
Barnes & Noble, Foot Locker and HSN tied at 79; Costco, Hewlett-Packard, Kohl’s and Sportsmansguide.com came in at 78; Best Buy, Buy.com, J.C. Penney, Macy’s, One Kings Lane, Staples and Target tied at 77, and Wal-Mart scored 75.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)