Cross-channel customer experience is key to success for retail industry

Multichannel Retail Customer Experience Report 2011

November 2011

Customer Experience Design

Contents
Introduction ................................................................................................................................4 The market opportunity.....................................................................................................4 About this report ...............................................................................................................5 Who is this report for?.......................................................................................................5 Methodology ..............................................................................................................................6 Analysis of Results.....................................................................................................................7 Online Customer Experience Guidelines ...................................................................................9 1. 2. 3. 4. 5. 6. Site functionality positioned appropriately ...............................................................9 Site search results appropriate, easy to manage and follow conventions .............11 Site supports appropriate and effective browsing..................................................13 Users can choose products easily and effectively .................................................15 Checkout process appropriate, effective and easy to use .....................................19 Delivery costs noticeable and clearly explained ....................................................24

Mobile User Experience Guidelines.........................................................................................27 7. 8. 9. 10. Store locator easy to find and use .........................................................................27 Mobile app/site experience offers appropriate and useful functionality .................30 Design of product pages tailored appropriately for mobile ....................................32 Checkout experience tailored appropriately for mobile......................................34

Cross-Channel Customer Experience Guidelines ...................................................................36 11. 12. 13. 14. Business proposition is clear across all channels..............................................36 Contact communications appropriate and consistent across channels .............38 Flexible interactions across channels to match user needs...............................40 Appropriate and flexible customer service .........................................................42

15.

Appropriate customer care after purchase ........................................................45

Breakdown of results ...............................................................................................................49 Online guidelines (1-6)....................................................................................................50 Mobile guidelines (7-10) .................................................................................................51 Multi-channel guidelines (11-15).....................................................................................52 Conclusion ...............................................................................................................................55 References...............................................................................................................................56 Appendix: Full results...............................................................................................................57 About Webcredible...................................................................................................................59

Introduction
The market opportunity
The size of the Internet retailing marketplace has continued to grow over the past 12 months since we published our last ecommerce usability report in December 20101. As of August 2011, the Office for National Statistics2 reported that 77% of households had Internet access (4% increase since 2010). Crucially, the same Office for National Statistics report published the following figures: 45 per cent of Internet users used a mobile phone to connect to the Internet (14% increase since 2010) 6 million people accessed the Internet over their mobile phone for the first time in the previous 12 months The use of wireless hotspots almost doubled since 2010 to 4.9 million users

The dramatic increase in the use of smart phones to connect to the Internet demonstrates the need for ecommerce experiences to take into account design for mobile. This is illustrated by the amount of money being spent on Internet purchases. An estimated 32 million adults (66% of all adults) have bought or ordered goods or services over the Internet since the past year, with 46% of the purchases being clothes and sporting goods3. The August results from the IMRG Capgemini e-Retail Sales Index reveal that British shoppers spent a total of 5.2 billion online during August, an impressive 14% increase compared to August 20104. The popularity of shopping and browsing on handheld devices is set to increase. According to a recent IMRG and eDigitalResearch survey, 35% of UK consumers will do more shopping on their smart phones this Christmas4. The expectation of consumers to be able to shop wherever and whenever is most convenient to them is driving the requirement for retailers to ensure that their interactions across all platforms are up to scratch. To ensure the highest level of customer loyalty and business success this stretches as far as ensuring brand experience is consistent and well communicated on each and every interface.

About this report

This years report focuses on a wider set of guidelines aimed at evaluating user experience across multiple channels: online websites, mobile solutions (apps and mobile-optimised websites), and physical stores. Previous reports dealt only with web usability guidelines. The new focus is in response to 2 factors: The e-retail sector is changing with multi-channel solutions becoming more important The performance of the websites previously researched has consistently improved and converged so that its become harder to differentiate them

We have rationalised the 20 web usability guidelines used in previous reports into 6 new guidelines, and added 9 new guidelines to deal with mobile and in-store channels. The mobile guidelines were applied to mobile websites and apps. If a company has both a website optimised for mobile use and an app, both were evaluated and the guideline score is an average of the 2 marks. If a company has only a mobile website or an app but not both, then each mobile guideline is applied to whatever the company has implemented i.e. its not marked down for not having both. A company that has neither a site optimised for mobile nor an app is given 0 marks for each mobile guideline. Weve also reduced the total number of companies evaluated this year because of the additional complexity of researching interconnected multi-channel guidelines. The 15 companies all offer online shopping and have bricks-and-mortar stores and represent a wide range of sectors: fashion, technology, department stores, and health & beauty.

Who is this report for?

This report is aimed at anyone involved with a company trying to sell products or services through a variety of different channels, including marketing managers, brand directors and interaction designers. Although our analysis was focused on retail organisations, the guidelines are highly transferable, and prove very useful to other industries. The report assumes no prior user experience or technical knowledge.

Methodology
Webcredible analysed the websites, mobile platforms and cross-channel experience of 15 of the UKs leading retailers in October 2011. Each platform was evaluated against the following 15 best practice guidelines and assigned a score of 0 to 5 for each guideline, with 5 being the maximum. With 15 guidelines in total, brands were assigned a total Multi-channel User Experience Index rating out of 75. The guidelines against which we benchmarked the 15 ecommerce sites were: Online 1. Site functionality: positioned appropriately 2. Site search results: appropriate, easy to manage and follow customer expectations 3. Site browsing: appropriate and effective 4. Product selection: easy and effective 5. Checkout process: appropriate, effective and easy to use 6. Delivery costs: noticeable and clearly explained Mobile 7. Store locator: easy to find and use 8. App/site functionality: appropriate and useful 9. Product pages: designed and tailored appropriately for mobile 10. Checkout experience: tailored appropriately for mobile Multi-channel 11. Multichannel awareness: clarity that all channels exist 12. Contact communications: appropriate and coordinated messaging across channels 13. Flexible interactions: between all channels to match user needs 14. Customer service: appropriate and consistent 15. After sales: appropriate communications and customer care after purchase

Analysis of Results
The 15 ecommerce companies received the following scores in total, out of 75: Experience Index (out of 75) 62 61 Score % 83 81

Rank

Company

1 2

Boots (www.boots.co.uk) Marks & Spencer (www.marksandspencer.co.uk) Debenhams (www.debenhams.com) Waterstones (www.waterstones.com) John Lewis (www.johnlewis.com) Next (www.next.co.uk) Early Learning Centre (www.elc.co.uk) Apple Store (store.apple.com/uk) Topshop (www.topshop.com) Ted Baker (www.tedbaker.com) Bodyshop (www.thebodyshop.co.uk) Blackwells (www.blackwell.co.uk) Currys (www.currys.co.uk) Hamleys (www.hamleys.co.uk) Superdrug (www.superdrug.com) Average score

61

81

2 5 5 7 8 9 10 11 12 13 13 15

61 59 59 56 52 49 36 34 32 31 31 27 47 points

81 79 79 75 69 65 48 45 43 41 41 36 63%

The companies occupying 1st and joint 2nd places have consistently performed well in our previous ecommerce reports for website usability. Next, occupying joint 5thposition, would have jumped higher in the rankings if its online checkout process had not scored so poorly. The poor scores of the bottom 5 websites are due to poor performances for guidelines that focus on mobile usability specifically as well as customer experience across a range of channels (online, mobile and physical store). Its particularly surprising that some of these companies dont offer a mobile-optimised experience. For example, Currys which sells technology products is likely to have many customers with smart phones. Most companies scored reasonably well with 9 companies scoring over 40 marks. Its clear however that the companies scoring between 50 to 30 points can do much more to improve the customer experience of their offering across multiple channels.

Online Customer Experience Guidelines

1. Site functionality: positioned appropriately
Category: Online Average score: 3.8 (out of 5) When users arrive for the first time on an ecommerce website, its important that certain universal components are positioned where theyre expecting to find them. Users gain crucial confidence from a website that follows these basic design conventions. Key housekeeping links such as login or my account should be placed top right and should be easily noticeable Key customer service links such as Delivery and returns should be easily found on every page Search boxes should be recognisable as search boxes, labelled clearly and should be prominently positioned top right Basket icons should be placed top right and should be easily noticeable Other key links such as contact us and store finder should also be prominent in the top right of the page

The Body Shop scores only 2. Its search function is labelled clearly but integrating it in the main navigation bar makes it hard to notice immediately. The key Sign in and Register links are buried in other text and positioned below the main navigation bar.

Next gain top marks for having a clear search function, strong visual design for the shopping bag/checkout links. Key links for My Account and Find A Store are prominently positioned where customers will expect to find them.

The site has one clear link for My account rather than two for login and register. This reduces the visual clutter and reduces the need for users to work out which one applies to them.

This is a well-established usability guideline and most websites scored either 4 or 5 out of 5. Most websites scored 4 because some housekeeping links or search functions didnt immediately stand out.

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2. Site search results: appropriate, easy to manage and follow customer expectations
Category: Online Average score: 3.3 (out of 5) Once users have entered a search term in the search box, they should be able to manage the search results effectively in order to quickly narrow down to the products theyre looking for. Its essential that the search results page displays clearly the number of results and the search term itself (preferably inside the search box). Also, the site must offer clear pagination controls, sort functionality and flexible filters to allow users to drill down to desired products especially where the number of results is high.

Blackwells opts for a confusing combination of filter and search again functionality. The filters once applied are difficult to change e.g. the Academic level filter must be completely removed before the full list of options is available again.

On this site, some customers are likely to mistake the category navigation on the left for filters. Filters should be positioned to the left rather than above the search results to follow the design convention that most users will expect.
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Top Shop sets a great example by providing comprehensive filters appropriate to the products being sold (including an easy to use price slider). The clean uncluttered design makes it easy to spot the Sort By box and number of results.

Apple scored only 1 mark because although it offered auto-complete suggestions in the search box, it didnt offer any filters or sort options to narrow down search results. With an average score of 3.3, its disappointing that websites arent realising the importance of making it easier for customers to manage search results. Only 6 sites scored 4 or 5 out of 5. Most sites lost marks for poor implementation of filters e.g. difficult to use filters or hard to find filters. Its clear that there is room for improvement on this fundamental web usability guideline.

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3. Site browsing: appropriate and effective

Category: Online Average score: 4.0 (out of 5) Customers must be able to find products before they can buy them. Ecommerce sites must categorise their products in ways that make sense to their customers and they must offer effective means of browsing these categories. Its important to allow users to orientate themselves easily within a site so they can easily see where theyve come from and where they can now go once they start exploring. Clues such as clear page titles, highlighted navigation menus and breadcrumbs can help users orientate themselves within a site. Useful browsing aids such as favourites, wish lists, previously viewed items and ways to recommend products to other users (e.g. email, text, Facebook etc) all help customers find what they want.

On the Debenhams site, clicking on Electricals then Refrigerators leads to a general Kitchen Appliances page that includes cookers etc.

Clicking on Refrigeration leads unexpectedly to a different site Debenhams Plus in a new browser window with a different main navigation system. This is likely to confuse customers.

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The clear page titles and breadcrumbs help to orientate users.

The John Lewis site has many secondary level categories but they are all always available from the hover-down menu in the main navigation bar wherever users are in the site.

Most websites (10 out of 15) performed well on this guideline, scoring 4 or 5 out of 5, demonstrating the importance of helping customers browse for products quickly and easily.

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4. Product selection: easy and effective

Category: Online Average score: 4 (out of 5) Once customers have found a product on an ecommerce site, its essential that they can work out quickly and easily if its the right product amongst others being displayed. Listing pages that show more than one similar product should help users decide from price, picture and key product information which ones theyre interested in. The following aspects also help user choice: Product comparison pages Clear zoomable images on product pages Appropriate product descriptions Clearly displayed accessories and value-adds User reviews and ratings Buyers guides Recommended or alternative products Special offers

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John Lewis has an excellent product comparison page. The tabular format helps users quickly scan the attributes theyre interested in across a number of similar products.

John Lewis offers large and crisp images. The controls for zooming are clear and appropriate alternative images are offered e.g. freezer door open and closed.

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The product information by default shows crucial specification stats in a tabular format for easy scanning. Other information such as description is one click away so as not to clutter the page and overwhelm users.

Superdrug sells mainly small-value items that dont need alternative views or comprehensive product descriptions. However, the site does sell some more expensive electrical items that would benefit from these design aspects. The lack of information on this shaver product is likely to put some customers off.
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Most sites that lost marks either had too little product information, information that was textheavy and difficult to scan, or had poor image controls. However, most sites demonstrated good product page and product listing page designs and scored 4 or 5 out of 5 for this guideline.

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5. Checkout process: appropriate, effective and easy to use

Category: Online Average score: 3.7 (out of 5) Once customers have made a choice, theyre only interested in buying and completing the checkout process as quickly and painlessly as possible. Hard to find add to basket buttons, clumsy login or registration forms, processes with unknown numbers of steps or an unexpected order of stages can all cause frustration. No matter how much ecommerce sites try to prevent it, users will make mistakes during the checkout process. If users cant immediately work out the error and how to fix it, they may be unwilling (or even unable) to continue with the checkout process. By providing them with highly visible and informative error messages, users can correct mistakes and continue on through the checkout process. Checkout processes should include the following: Visually distinct add to basket button prominently positioned Clear feedback after add to basket has been pressed Clear checkout call to action once a basket has at least 1 item Clear choices for new and existing customers to either log in or register an account Progress bar with numbered and/or named stages displayed consistently throughout the process Cues on the progress bar to indicate which stages have been completed and which stage is current Simple forms that ask only for details necessary to the transaction A clear end point i.e. it should be clear to customers that the transaction is complete Highly visible and informative error messages

John Lewis is one of only 2 sites to score full marks for their excellent checkout process from add to basket through to confirmation.
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The feedback following add to basket is positioned close to the button offering clear route into the checkout. The site integrates early login/registration choices into 1 welcome form that removes the onus from the customer to decide whether they need to log in or register.

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Only after completing the purchase, are customers asked if they wish to create an account, making this less of a chore. Also, the benefits of creating the account are made clear.

Next scores a shocking 0 points with its difficult to use checkout because some users are likely to drop out of the purchase early.

The sign-in page is confusing because new customers will be tempted to fill in the fields on the left as the start of their registration process, failing to notice the call to action on the right. It is surprising that many ecommerce sites adopt this confusing design, rather than the clearer design that John Lewis and Amazon use.

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Halfway through the checkout, the process is interrupted with this page which is likely to confuse customers who werent aware they were applying for a Next credit account. The progress bar has disappeared and the process now requires users to read unexpected information before continuing.

Most websites lost marks for not highlighting the fields where errors occur. Its a better user experience if ecommerce websites predict and pre-empt user errors (through usability testing and analysis of web stats), rather than letting users try to resolve them when they happen. Websites can then take steps to ensure these errors dont take place, by providing written instructions or fixing the error automatically.

Apple scores marks for its clear error handling. Fields containing the error are highlighted and the error message is displayed close to the field.

Waterstones does a good job pre-empting errors with contextual hints about what to enter in a field. However, its error messages are unhelpful
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Error messages in dialogue boxes force users unnecessarily to close them, before they can rectify the problem.

With an average of score of 3.7, most businesses realize the importance of a seamless checkout process. Only Next scores less than 2 marks for its poor checkout process. 10 of the 15 websites scored 4 or 5 out 5 for this guideline. The average of 3.7 marks shows that there is still room for improvement in this basic usability guideline, especially as it is relatively simple to implement.

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6. Delivery costs: noticeable and clearly explained

Category: Online Average score: 4.3 (out of 5) Concerns about delivery costs and delivery lead times are often at the forefront of customers minds when buying online. Its potentially frustrating for customers to discover only late in the checkout process that delivery charges are prohibitively expensive or restrictive. Its likely that customers will feel more comfortable about adding items to their basket if they already know the delivery arrangements. Its therefore important to set customers expectations about delivery up front. The arrangements for delivery must be flexible and clearly explained, for example, if delivery charges depend on weight then this should be clearly explained and easily discovered.

Currys score full marks for their clear delivery information throughout the ecommerce experience.

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Currys gives detailed information about delivery on the product page which helps increase customers confidence in the process.

The delivery information on the Blackwells site is hard to notice because its surrounded by a lot of other text on the home page.

Delivery charges for orders of 20 or less arent shown until after customers have logged in or registered.

Overall the websites scored well on this guideline with an average score of 4.3 with most sites scoring the maximum 5 points. This indicates that most companies realise the

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importance of being up front about their delivery costs and arrangements, and for keeping delivery information visible throughout the purchase process.

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Mobile Customer Experience Guidelines

7. Store locator: easy to find and use
Category: Mobile Average score: 2.6 (out of 5) Providing customers who are out shopping with the means to find the nearest store is one of the most important features of any ecommerce mobile experience. Offering customers this functionality is an opportunity for companies to make the most of the very fact that customers are moving about in the real world, potentially near physical stores, rather than browsing online at home on a PC. It should be one of the most prominent features of a mobile app or website, so that customers on the move dont have to search for it.

The difficulty of searching for a store locator link on a website that hasnt been optimised for a handset demonstrates precisely why ecommerce companies should design mobile experiences for their customers.

If mobile sites rely on users to enter a location they should be flexible e.g. allow partial post code entry, offer alternative ways to enter a location other than post code. Mobile sites or apps that use GPS and interactive maps to direct customers to the closest store gained extra marks for this guideline.

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Apple score top marks for the store locator on the Apple Store app.

The initial list of stores is shown in proximity order with distances clearly displayed.

Phone, address and opening times are easy to find and the app offers a clear route to map and directions from current location.

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The store locator is easy to find on the Waterstones app but the initial map based on the current location is presented in a scale that isnt helpful for locating the closest store.

Its encouraging that most websites that have either a mobile site or an app or both score full marks for this guideline. The low average is down to the fact that 7 of the 15 companies have neither an app nor a mobile site (scoring no marks). Sites lost marks for having maps that werent interactive, post code entry fields that didnt cope with partial post codes, or not displaying the distance to stores from the current location.

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8. App/site functionality: appropriate and useful

Category: Mobile Average score: 2.5 (out of 5) Ideally a mobile experience should offer all the critical functionality that the website offers (albeit in a streamlined way) but it should also take advantage of the fact that customers are operating the device on the move or actually in a physical store. In other words what extra functionality can be offered for a mobile experience? Companies that offer innovative extra functionality for their mobile experience gain marks for this guideline as long as it is truly useful to customers.

Waterstones offers stock availability of a particular title for all its physical stores which is useful to customers on the move.

Through its app, Apple offers customers chance to make reservations for one-to-one appointments with store staff, workshops and other events.

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Debenhams excellent app can be personalized so that shoppers may browse only for products available in their sizes. Other innovative features include Debenhams TV, chance to be notified when stocks run low and a barcode scanner that acts like a virtual assistant within the store.

Topshop has an app that allows viewing of latest products, but if customers want to buy they can only follow a link to the website which isnt optimized for mobile and doesnt load the product viewed in the app.

Most of the websites offered a mobile experience either through a mobile-optimised website or an app and generally scored well on this guideline. With the exception of Topshop, these mobile experiences offered all the functionality that customers would expect plus some extra innovative features. The 6 companies not offering a mobile experience are likely to be missing out as customers seek new ways to find and buy products.

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9. Product pages: designed and tailored appropriately for mobile

Category: Mobile Average score: 2.2 (out of 5) Some products may be considered as more suitable to buy via a mobile than others. For example, the physical aspect of books is not as important as their content, so customers may be more willing to buy books via a handset than clothes where large images are important. However, companies should offer customers as many flexible different ways to buy their products as possible, and if an app or mobile site is offered then the product pages should be tailored appropriately. With limited screen space its all the more important to make the best use of it. Aspects that should be prioritised are: Filters and sort options to help narrow down lists of products quickly Clear call to action for add to basket Good quality images (preferably with zoom) Clear size pickers (if appropriate to the product) Clear feedback (e.g. using animation to indicate that an action has taken place and what users should do next)

Debenhams makes the most of the limited screen space by offering great enlarged images with lots of alternative views.

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Marks & Spencer offer sort options to narrow down a list of products at the top of the page, but the filter options are hidden at the bottom of the page making them hard to notice.

The lowest score for this guideline amongst those companies that offer either an app or optimised mobile site for buying products is 3 points. However, its clear that there is room for improvement. For example, many companies lost marks for not offering zoomable images which on a mobile handset is important.

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10. Checkout experience: tailored appropriately for mobile

Category: Mobile Average score: 2.1 (out of 5) Once customers have decided they want to buy, the checkout process should be as smooth as possible. Its assumed that most customers buying on a mobile have already registered an account to make the checkout as simple as possible, minimising the number of key presses required. The mobile checkout should have access to all the account details entered previously online.

The Waterstones app makes it easy for customers to enter an email address during login by including @ and . symbols on the keyboard a feature that few other ecommerce apps offer.

Boots offer a seamless checkout process for mobile with a reduced progress bar, clear calls to action and page layouts that give prominence to the most important information.

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Debenhams mobile app doesnt find address details registered for an existing account. This forces customers to re-enter address details and reduces confidence in the process.

Only 3 websites scored full marks for this guideline, showing that there is more that companies need to do to improve the checkout for mobile.

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Cross-Channel Customer Experience Guidelines

11. Multichannel awareness: clarity that all channels exist
Category: Multi-channel Average score: 2.7 (out of 5) It makes good business sense for ecommerce companies to offer as many different ways for customers to buy as possible so that customers can choose the most convenient method for them. But in order to make use of different channels, customers must first be made aware of them. Whichever channel customers are currently using, there should be clear signals about the other buying channels that are available. For example: On a website, showcase mobile experiences such as apps or optimised mobile sites When browsing the web on a mobile show that an app is available for launch or download In store, make other methods to buy clearly visible e.g. catalogue order, online, telephone, mobile etc In packaging of products bought online, offer vouchers for use in store or catalogues Debenhams showcase their mobile site and app from the website, and offer a video to demonstrate the features of the app.

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Debenhams physical stores offer online shopping points equipped with barcode scanners that allow customers without a smart phone to buy bulky products online and have them delivered. These online ordering machines draw attention in stores to the website ecommerce experience as an alternative channel.

Next displays this page for customers searching the web on a smart phone. The choices draw attention to the availability of a mobile app.

The low average of 2.8 out of 5 reflects the general lack of cross-channel solutions being offered by the ecommerce sites. The companies that do have apps and mobile sites still need to do more to draw attention to the existence of these platforms.

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12. Consistent communication: appropriate and coordinated messaging across channels

Category: Multi-channel Average score: 3.5 (out of 5) The increasing number of channels with which customers now can interact with ecommerce companies allows these companies to communicate their brands more widely. However, its important that the messages communicated through different channels are consistent with each other and with the brand itself. The tone of voice and imagery used in emails, web pages, in-store signage and mobile solutions should match and should reinforce the values that ecommerce companies are trying to project.

Ted Baker has an informal, irreverent cool brand image which is successfully and consistently conveyed through web promotions, emails and store design.

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Waterstones lose marks because the brand message conveyed by their stores, which have a personal, homely feel with armchairs, relaxing music and handwritten staff recommendations, is at odds with the website and app which have a more nononsense look and feel similar to Amazon.

Currys stores combine 3 different brands: Currys, PC World (which was until 2009 a separate company) and Knowhow (the customer service and technical help division). This is likely to be confusing to customers, especially as the website and emails only convey the Currys brand.

Most companies score well on this guideline with 11 scoring 4 or 5 out of 5. Companies lost marks for failing to using either packaging or emails to communicate their brands.

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13. Flexible interactions: choice channels to match user needs

Category: Multi-channel Average score: 2.5 (out of 5) Offering different channels to buy and increasing awareness of them gives customers options (guideline 12). But its also important for ecommerce companies to offer flexibility between these channels so that customers receive an integrated all-round shopping experience rather than a set of fragmented interactions. Good examples include: Ordering online and collecting the item from a store rather than having it delivered at home Ordering in a store and allowing the item to be delivered at home Tracking an online order via mobile Interactive tools to assist customers in the store (rather than relying on shop assistants)

Companies should be blurring the boundaries between their channels so that the experience is consistent regardless of the methods chosen to implement it. Companies should be exploiting interactive technology to make it easier to buy in every channel they offer, including in bricks-and-mortar stores.

The Debenhams app has a barcode scanner feature so that customers can buy online from their phone in store or check information about a product.

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Topshop offer a free gaming app for smart phones whereby customers can play challenges in store to earn points and rewards. Customers are made aware of the app through a homepage promotion, flyers and in store posters.

Apple stores offer a great example of flexible interactions across channels. The stores with their interactive guides and opportunity to play with products are more like trade fairs than actual shops. Of course, products can be bought in store but these environments are more geared towards customers making more leisurely informed decisions that can be fulfilled later online.

Image: http://www.flickr.com/photos/mattloveskicks/379246069/ from Matt loves kicks (Flickr) The low average of 2.4 demonstrates that there is a lot more companies can do to harness technology and innovate across multiple channels to improve customer experience. Most companies offer a click and collect service (mixing online with in-store channels for customers convenience). However, its surprising, for example, that more of the companies dont offer customers the opportunity to receive SMS updates to help track their orders. Creative initiatives such as Topshops gaming app enrich the in-store experience and increase awareness of the brand across all the channels that customers have access to.

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14.

Customer service: appropriate and flexible

Category: Multi-channel Average score: 3.8 (out of 5) If customers order an item online, they should be able to return it to the store. In other words, customer service should be the same high quality whichever channels customers choose to use. Often the reason customer service varies according to different channels relates to the internal organisation of the company i.e. departments that have different responsibilities and processes and that dont communicate well with each other. But these internal divisions are of no concern to customers who expect a uniform service regardless of how they interact with companies. Good practice for this guideline involves: Being able to return an item in store if it was bought online and vice versa Simple return instructions that are easy to understand (online and in packaging) Help with returning an item via post e.g. reusable packages, return address stickers, free post Knowledgeable staff who are aware how to carry out less usual customer requests, such as the return in-store of items ordered online

Waterstones, John Lewis, Debenhams, Marks and Spencer, Next, Topshop and Boots all offer easy and flexible returns of products bought online.

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Its a small detail but designing reusable packaging for easy return via post is a simple innovation that makes customers lives easier. Next earn full marks for their seamless return service.

Ted Baker dont allow customers a refund for items bought in store (only replacement or credit note), and yet refunds are allowed for items bought online. The mismatch of policies between the channels is potentially confusing and frustrating for customers.

The return instructions on the dispatch note are complex and wordy. An address label is provided but its not a sticker. The dispatch note has to be sent back and because theres no online form or email confirmation of return progress, the onus is on the customer to take a photocopy of the dispatch note as a reminder that the item has been returned.

Most companies do an excellent job of providing flexible customer service with most of them scoring full marks for this important guideline. As well as losing marks for inflexible and inconsistent returns policies, companies also lost marks for poor return instructions, for

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example, failing to request that a dispatch note should be included in the package or failing to inform customers that delivery payment is required.

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15. After sales: appropriate communications and customer care after purchase
Category: Multi-channel Average score: 2.4 (out of 5) Once a customer has placed an online order, its crucial that the company sends prompt email updates about the status of the order from order confirmation to dispatch. Failure to do this is likely to damage customer trust and confidence in the transaction and ultimately the brand. Companies can further improve these communications by offering smooth transitions between email and web to track orders, for example, HTML links within emails rather than requiring customers to copy and paste delivery order numbers. Its important that email information and web information are consistent. For example, its only likely to worry customers if they receive an email confirming dispatch of an item from a warehouse when the website account has no record of this change in status.

Apple gains full marks for keeping it simple. A prominent button takes the customer straight from order confirmation email to the appropriate order tracking page on the website. No logging in is required. The solution is secure if the customer attempts to order anything online from this link, login details are requested.

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Currys send order acknowledgement, processing and confirmation emails although these are vague e.g. they dont give customers an estimate as to when the parcel will be received. Theres no link between the email and the website, no way to track orders online and the courier website is separate to Currys (making it difficult for customers to know who they should contact in the event of a problem).

After an online order is complete, theres an opportunity for the company to follow up the sale with further communication if its appropriate and if its requested/authorised by the customer. Keeping in contact following a sale is important because customers are more likely to buy with the company again provided theyre satisfied with their purchase and the level of service (i.e. the ordering experience and delivery). Customers are likely to appreciate receiving more targeted communication rather than generic marketing emails. For example follow-up emails: To check that customers are happy with their purchase To suggest complementary items e.g. these shirts to go with trousers recently purchased To offer alternative products if customers have returned items

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John Lewis provides an attractive newsletter postpurchase, but its not targeted. The most prominent promotion is for women despite the fact a man has registered the account and bought a mans belt.

Next score points for sending a follow-up email related to womens knitwear following the purchase of a womens scarf.

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Few companies have got to grips with tailoring follow-up post-sales emails, and are therefore missing out on an opportunity to engage further with their existing customers. Companies lost marks for requiring a further subscription process separate to the checkout in order to receive promotion emails/newsletters.

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Breakdown of results
Overall, there are 2 tiers of performance with 7 companies all scoring between 56 and 62 marks out of a possible 75, and the rest scoring less than 52. Overall performance (totals out of 75) Totals out of 80 Boots Marks & Spencer Debenhams Waterstones John Lewis Next Early Learning Centre Apple store Topshop Ted Baker Bodyshop Blackbells Currys 62 61 61 61 59 59 58 52 49 36 34 32 31

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Hamleys Superdrug

31 27

The gap between the 2 tiers can be traced to the fact that the bottom 6 companies dont offer an ecommerce experience optimised for mobile. Patterns emerge when the results are analysed according to online, mobile and multichannel guidelines.

Online guidelines (1-6)

The results show that there is less variation in performance between companies in terms of online guidelines (guidelines 1-6) i.e. the website experience that we have traditionally evaluated in previous retail reports. The total marks for these online guidelines vary between 29 and 18 out of a possible 30, with most websites scoring above 23. This corresponds with findings from previous retail reports where ecommerce website usability has improved year on year with little to distinguish the performance of high street retailers. Online guidelines (totals out of 30) Online guidelines (1-7) totals Early Learning Centre John Lewis Topshop Waterstones M&S Ted Baker 29 27 27 26 25 25

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Boots Hamleys Currys Debenhams Bodyshop Apple Superdrug Blackbells Next

25 24 22 22 21 19 19 19 18

Mobile guidelines (7-10)

Looking just at the performance between companies in terms of mobile guidelines (guidelines 7-10) a clear gap emerges. The total marks vary between 20 and 0 out of a possible 20 with 6 websites scoring 0 marks. Those companies that offer any type of mobile experience tend to do it well. This indicates that some companies are forging ahead in this important and emerging aspect of ecommerce, leaving behind others who have no mobile offering at all. Mobile guidelines (totals out of 20) Mobile guidelines (8-11) totals Early Learning Centre 20

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Debenhams Next Boots Waterstones Apple Marks & Spencer John Lewis Topshop Blackwells Currys Ted Baker Bodyshop Superdrug Hamleys

18 18 18 16 16 16 15 5 0 0 0 0 0 0

Multi-channel guidelines (11-15)

The picture is less clear for the multi-channel guidelines. Most companies have a patchy performance, doing well with some guidelines and poorly in others. Also, theres no single guideline where companies perform either consistently badly or well. This shows that there

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are gaps in the delivery of ecommerce across multiple channels, and that even modest gains in this aspect of ecommerce will help some companies to differentiate themselves sharply from their competitors. Multi-channel guidelines (totals out of 25 Multi-channel (11-15) totals Next Debenhams Marks & Spencer Boots Waterstones John Lewis Apple Topshop Bodyshop Blackwells Ted Baker Currys Superdrug Early Learning Centre 23 21 20 19 18 17 17 15 13 13 11 9 9 9

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Hamleys

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Conclusion
The creation of a customer experience strategy to cover multichannel interactions is essential for success in the retail industry. This should be partnered with the use of user experience guidelines is essential (for both web and mobile) and should always be used in conjunction with usability testing on a regular basis. Usability testing involves analysing typical site visitors complete typical tasks on your website (see www.webcredible.co.uk/testing for more). However, its clear that web and mobile usability are only parts of the overall customer experience that increasingly involves interactions with customers over multiple channels. A truly integrated and successful ecommerce experience that matches customer needs and expectations can best be achieved through a customer experience design approach that examines the whole ecommerce journey across all channels that customers typically make use of. Using a service design approach helps to ensure consistency across customer touchpoints (points in the journey where customers interact with the company in some tangible way e.g. receiving a package or an email or walking into a store). Online, mobile and even in-store processes must form part of an overarching multi-channel strategy to ensure that all channels are coherent with the brand in question and that they provide a consistently high quality experience, allowing customers to easily purchase what they want, when they want and through whatever method they want. For more information about establishing customer experience strategy, call Webcredible on 020 7423 6320 or email info@webcredible.co.uk. For advice and other general user experience guidelines visit www.webcredible.co.uk/articles or book a place on a Webcredible user experience or digital marketing courses at www.webcredible.co.uk/training.

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References
1. Webcredible, The Online High Street: Ecommerce usability for UK high street retailers in 2010 (http://www.webcredible.co.uk/user-friendly-resources/white-papers/ecommerceusability-2010.shtml) 2. Office for National Statistics (http://www.ons.gov.uk/ons/rel/rdit2/internet-access--households-and-individuals/2011/stb-internet-access-2011.html) 3. Office for National Statistics (http://www.ons.gov.uk/ons/rel/rdit2/internet-access--households-and-individuals/2011/stb-internet-access-2011.html#tab-Internet-Purchasing) 4. IMRG Capgemini Sales Index: (www.imrg.org)

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Appendix: Full results

The full list of websites audited, and the score they achieved for each guideline is as follows:
TOTAL Company Boots (www.boots.co.uk)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

5
Marks & Spencer (www.markandspencer.co.uk)

4 3 3 4 3 4 5 1 5 3 3

4 5 2 4 5 2 5 3 5 5 3

3 3 4 5 5 3 5 5 5 5 4

4 5 4 4 5 1 5 3 4 4 4

5 5 5 5 5 3 5 3 5 4 5

5 5 5 3 3 5 5 5 3 0 0

4 4 5 5 4 4 5 5 2 0 0

4 3 5 5 3 5 5 3 0 0 0

5 4 3 3 5 4 5 3 0 0 0

3 3 5 5 4 5 2 2 3 1 1

4 4 5 2 4 4 2 4 5 5 4

3 4 5 3 3 4 0 4 2 2 0

5 5 5 5 5 5 3 3 5 1 4

4 4 1 3 1 5 2 4 2 2 4

62 61 61 61 59 59 58 51 49 36 34

4
Debenhams (www.debenhams.com)

4
Waterstones (www.waterstones.com)

4
John Lewis (www.johnlewis.com)

4
Next (www.next.co.uk)

5
Early Learning Centre (www.elc.co.uk)

4
Apple Store (store.apple.com/uk)

4
Topshop (www.topshop.com)

3
Ted Baker (www.tedbaker.com) Bodyshop (www.thebodyshop.co.uk)

4 2

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TOTAL Company Blackwells (www.blackwell.co.uk) Currys (www.currys.co.uk)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

3 3 4 4

2 3 4 2

5 5 4 3

4 3 4 2

3 3 5 2 56

2 5 3 5

0 0 0 0

0 0 0 0

0 0 0 0

0 0

3 2

4 0 1 4

3 3

2 4

1 0 0 3 36

32 31 31 27

Hamleys (www.hamleys.co.uk) Superdrug ((www.superdrug.com ) TOTAL Average score

0 2 0 0

0 4 0 2

57 49 60 60 3.8 3.3 4.0 4

65 39 38 33 32 41 52 36 58

3.7 4.3 2.6 2.5 2.2 2.1 2.7 3.5 2.5 3.8 2.4 47.5

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About Webcredible
10B

Webcredible is a user experience agency, offering a range of customer experience, usability, design and training services for websites, intranets, mobile devices and applications. Specific services include in-depth research, digital and brand strategy development and information architecture. Launched in 2003, Webcredible was one of the first specialist user experience agencies and today is one of the UKs leading agencies providing customer-led digital marketing services. Were comprised of true digital and user experience experts and focus heavily on adding significant value to our clients. Our work results in measurable improvements, for example: 50% increase in sales and 70% reduction in customer service issues for Plumbworld 44% conversion improvement and a 168% uplift in leads for Propertywide 70% year-on-year increase in training course bookings for St John Ambulance 80% increase in hotel look-to-book conversions for Thomson

Webcredible is widely regarded as one of the most collaborative, innovative and respected user experience consultancies in the UK. Our 200+ research articles and reports have been re-published on 100s of websites and we receive 250,000 visitors to our website each month. Clients include Airmiles, Asda, BBC, eBay, EDF Energy, Hotels.com, JD Sports, Laura Ashley, Lloyds TSB, Liz Earle, Macmillan, RBS, Rolls-Royce, Sony, St John Ambulance, TMobile, Transport for London, uSwitch and World Health Organization.

www.webcredible.co.uk 020 7423 6320 info@webcredible.co.uk

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