News

Study: Retailers must specialize in multi-channels to reach consumers

November 16, 2011

Boots, the health and beauty retailer headquartered in the UK, offers the best user experience across its online, mobile and in-store platforms, according to 'The 2011 Multichannel Retail Report', published by Webcredible, a user experience consultant company.

The report gave Boots an 83 percent score, while Marks and Spencer, Debenhams and Waterstones tied for second place with scores of 81 percent, according to the Retail Gazette.

Nine out of 15 retailers landed above 50 percent for their user experience across their multichannel offerings, however, Webcredible found that although several companies had strong websites, they're not making the most of the m-commerce boom.

Most leading retailers previously performed well in Webcredible's Online High Street reports of recent years, though some have slipped down the latest chart under the new cross-channel review.

Department store group John Lewis ranked top last year's report regarding retail website usability, but came in fifth this year even with the rollout of free Wi-Fi in stores across the UK.

Retailers need to focus more on site functionality, according to Webcredible, and although most websites did well when it came to effective browsing, poor implementation of search filters was a major problem.

Debenhams' app and barcode scanner also scored extra points for its ability to provide customers with new ways to find and buy products. Apple received high marks for offering customers the opportunity to make reservations for one-on-one appointments via smartphones.

Trenton Moss, managing director and founder of Webcredible told the Gazette that the explosion of smartphones and mobile internet usage has completely transformed retailer strategy.

"While it is clear customers will take advantage of whatever method is most convenient, be it via online, mobile app or within the store, retailers must first ensure their customers are aware of each channel available to them," he said in the story.

Read more about multi-channel retailing.