With m-commerce expected to grow twice as fast as e-commerce this year, it behooves brick-and-mortar retailers to get their mobile houses in order.
To gauge how well they’re doing, UserTesting, an on-demand user research platform, ranked the mobile commerce sites of eight of the top Fortune 100 chains: Best Buy, Costco, The Home Depot, Lowe’s, Macy’s Target, TJ Maxx and Walmart.
The company’s inaugural Retail Mobile Customer Experience Index is based on the evaluations of 800 consumers who considered the sites’ speed, ease of use, credibility, aesthetics and “delight.” UserTesting described those factors as “key user experience attributes” that it gleaned from 10 years of gathering consumer insights for clients.
Overall, retailers that performed well provided an appropriate amount of information throughout the shopper journey without requiring much effort from the customer. Companies that made the buyer journey more frustrating were rated lower, UserTesting said.
“We have entered what Forrester calls ‘the age of the customer,’ in which retailers must develop a deep understanding of what their customers value most and deliver superior digital experiences — or risk becoming irrelevant,” said marketing VP Brian Smith. “It’s no coincidence that the highest-rated mobile CX [customer experience] leaders in the study are also top retailers invested in omnichannel efforts and successfully battling Amazon.”
The overall highest-rated retailers were Best Buy, The Home Depot and Target, which scored well on all five user-experience factors, especially ease of use and speed.
The overall lowest-rated retailers – whose mobile scores were still relatively high compared to all brick-and-mortar chains – were Costco and Walmart, which stand to improve on pricing and shipping, participants said.
Costco performed particularly poorly on search, while all eight made shipping information hard to come by, the study showed. Delight, perhaps not surprisingly, proved to be the most elusive factor.
A free copy of the full report is available here.
In a related study, our friends at BestBlackFriday.com, the shopping and personal finance site, rated all 50 U.S. states and Washington D.C. on their online shopping ease, based on average shipping time, average shipping fees, and adjusted sales tax (i.e., sales tax plus the odds of having to pay it).
Here’s what they found:
Best States for Online Shopping
2. Washington D.C.
4. West Virginia
Worst States for Online Shopping
46. New York
50. Washington State
The complete report is available here.
A Complete List of Best and Worst States for Online Shopping in 2017