ANN ARBOR — The customer experience analysis firm ForeSee has released its annual Retail Customer Experience Rankings, based on survey data from more than 40,000 shoppers in the store, web and mobile markets.
The top three brands based on customer experience include Amazon (79.1), Williams-Sonoma (78.1), and Kohl’s (77.9), as measured on a 100-point scale.
The report also examines the success of retailers by individual channel — store, web, and mobile. Amazon, Costco, Kohl’s, and Nordstrom each took a top spot in two out of three channels, while Tractor Supply ranked number one in web.
The top five retailers in store experience, in order, were Apple, Nike, Costco, Kohl’s, and Nordstrom. The top five in web experience were Tractor Supply, Nordstrom, Costco, Amazon, and Kohl’s. The top five in mobile experience were Williams-Sonoma, Amazon, Neiman Marcus, Dillard’s and Petco.
As ‘channel surfing’ between web, mobile, and store becomes the norm, customers are creating their own unique purchase path from browse to buy. In fact, this year’s report confirmed that more than a quarter of purchases were made in a different channel than where the journey started.
Other important findings:
* 57 percent of shoppers are using a mobile device while shopping in a store.
* 49 percent who start in mobile are now staying in mobile through the purchase. This is up significantly from 33 percent last year.
* 41 percent are using two or more channels during the purchase process.
“This year’s Retail CX Rankings mark a tipping point towards an all-channel shopping experience,” said Eric Feinberg, vice president at ForeSee and author of the report. “There is an incredible opportunity for retailers to benefit from the growth in channel surfing, most notably within the fast-rising contribution of mobile to the overall customer journey. Retailers that understand and provide a seamless omnichannel customer journey are in the best place to win the hearts and wallets of shoppers.”
According to new research this fall from Gartner, 48 percent of companies have calculated a positive relationship between customer experience or satisfaction and financial or business impact. The ability to predict the business impact of each CX investment is possible if companies use a scientifically-proven model for CX measurement across channels. Case in point: a national retailer, leveraging CX intelligence from ForeSee, enjoyed a $149 million increase in revenue tied to a one-point increase in CX. As the Retail CX Rankings help illustrate, even a tenth-of-a-point increase in CX has impact.
ForeSee has produced the FXI every year since 2005 and this year’s findings will be published as a series of reports. The Retail CX Rankings introduces a new overall FXI Score which is an omnichannel metric comprised of a retailer’s CX scores for store, web, and mobile. Each channel’s influence on the overall score was determined by the number of respondent interactions with that channel. The report also includes rankings by individual channel.
The retailers included in the study were chosen using the 2017 Deloitte Global Powers of Retailing report which ranks global omnichannel retailers by revenue. ForeSee selected the top 50 non-grocery brands with operations in the U.S., U.K., or Canada for this report.
Download the complete ForeSee Experience Index: Retail CX Rankings report at foresee.com/fxi. ForeSee will also release an in-depth companion FXI: Retail CX Insights report in January.