Become a digitalPLUS subscriber. 99¢ for 4 weeks.
Business Consuming Interests

Walmart beats Target in online shopping satisfaction

Online shoppers prefer Walmart to Target.

That's one of the findings of an index released today that scores the top 100 online retailers on customer satisfaction.

ForeSee's Top 100 E-Retail Satisfaction Index based its analysis on nearly 21,000 surveys of online shoppers in the first quarter of 2012.

The scores, calculated on a 100-point scale, range from a high of 89 for Amazon to a low of 69 for Ancestry.com and efollett.com. The top six, all with scores of 83 or higher, were Amazon, Apple, QVC, Keurig, Avon and L.L. Bean. Thirty six websites had scores at or above 80, a jump from 2005, when the index started and only four websites scored 80 or higher.

Some retailers that improved the most since the index began included Home Depot, Costco, Kohl's, Scholastic and Macy's. Within categories, Walmart (82) edged out Target (79), Walgreens (81) beat CVS (79) and Home Depot (79) beat Lowes (77).

Here are some of the key findings from the executive summary:

"-Overall satisfaction scores with the top e-retailers is stable. In 2010, there was an increase in customer satisfaction from 2009 when the average score jumped from 73 (its lowest point) to a record high of 78 as e-retailers rebounded from the sluggish economy. They haven't budged since, and overall satisfaction remains at 78.

-Amazon continues to set the standard for e-retailers. After grabbing the top spot from Netflix last year, Amazon (89) remains the leader of the pack, improving three points from 2011's score of 86. Amazon's score sets a record as the highest score ever attained by a retailer measured in this Index.

- After slipping to an all-time low (79) during the holiday season, Netflix regained some footing to score an 81. It still has a lot of work to do in order to return to its former glory and list-leading score of 87 from two years ago.

-Customer satisfaction matters: Compared to dissatisfied site visitors, satisfied visitors say they are 72% more likely to purchase online, 56% more likely to purchase offline, 67% more likely to purchase from that retailer next time they're in the market for a similar product (a good proxy for loyalty), and 69% more likely to recommend the retailer to someone else."

The report issues a warning to any retailer scoring significantly below 78, saying those who do risk "loyalty, recommendations, sales, and market share to competitors who score higher,"

Where's your favorite (and least favorite)  online spot to shop?

Copyright © 2014, The Baltimore Sun
Related Content
  • Consuming Interests blog
    Consuming Interests blog
  • Pictures: Tips to cut down your grocery bill
    Pictures: Tips to cut down your grocery bill

    Is it possible to eat for $7 or less a day? Zack, an aspiring comedian, says he does it. Here's how, along with more strategies anyone can use. --Kimberly Palmer, U.S. News & World Report

  • How to find bargains
    How to find bargains

    Throughout the year, I write tips on how to get bargains and deals on a variety of items and services. For a comprehensive guide to markdowns, discounts and strategies to save money, see The Best Bargains, from the August issue of Kiplinger's Personal Finance magazine. Below you'll find a...

  • 10 places (beside the newspaper) to find coupons
    10 places (beside the newspaper) to find coupons

    When the Frugalista grocery shops, other people in line are surprisingly supportive of the coupon use going on, even though it takes me longer to check out. Other shoppers always want to know where I get all those coupons. I get them everywhere. Newspapers are far from the only place to find...

  • How to stretch your paycheck
    How to stretch your paycheck

    document.write (""); You keep asking yourself: Where has all the money gone? Of course, you have a good idea: It has gone to spending on groceries, cell phone and cable bills, mortgage and insurance payments, and maybe even on a weekly night out for dinner and on a daily cup of latte. With a...

  • Extraordinary uses for ordinary items
    Extraordinary uses for ordinary items

    Some ordinary, unassuming household objects have super powers. And most of these items cost less than a couple of bucks. So the next time you stain a shirt, smell something funky or think about tossing a banana peel, check these 100-plus uses first. Not only will you be going green, you'll be...

Comments
Loading