180
Fashion Jobs
SAMSOE
Account Manager no (Menswear)
Permanent · OSLO
BEST SELLER
Bestseller Søker Business Controller Til Vero Moda
Permanent · OSLO
ABBOTT
Territory Manager
Permanent ·
NEW YORKER
Butikkselger 100% Til New Yorker i Bergen
Permanent · BERGEN
H&M
Sales Advisor, Deltid - Metro Senter, Lørenskog
Permanent ·
H&M
Sales Advisor, Deltid - Amfi Kanebogen, Harstad
Permanent · HARSTAD
H&M
Sales Advisor, Deltid 80% (Vikariat) - h&m Torgkvartalet, Stjørdal
Permanent · STJØRDAL
H&M
Sales Advisor (Sommerassistenter) - Strandtorget, Lillehammer
Permanent · LILLEHAMMER
H&M
Sales Advisor (Sommerassistenter) - Nordbyen Kjøpesenter, Larvik
Permanent · LARVIK
H&M
Sales Advisor (Sommerassistenter) - Farmanstedet, Tønsberg
Permanent · TØNSBERG
H&M
Sales Advisor, Deltid (Vikariat) - Alti Mandal
Permanent · MANDAL
ZIZZI
no: Salgsassistent. 20% Vikariat
Permanent · STRØMMEN
NEW YORKER
Ekstrahjelp/Sommerhjelp Til New Yorker i Hamar
Permanent · HAMAR
TOMMY HILFIGER
Tommy Hilfiger is Looking For a Sales Assistant (Full Time) For Our Outlet Store, Vestby
Permanent ·
TOMMY HILFIGER
Stockroom Manager, Tommy Hilfiger - Vestby Outlet
Permanent ·
POPKEN FASHION GMBH
Social Media Manager (M/W/D) - Norwegian Market (Freelancer)
Permanent · OSLO
POPKEN FASHION GMBH
Copywriter/Translator - Norwegian Market (Freelancer)
Permanent · OSLO
PANDORA
Sales Assistant Part Time (M/F/X) - Sandvika Storsenter
Permanent · SANDVIKA
JACK & JONES
Jack & Jones Lillehammer Strandtorget Søker Deltid 80%
Permanent · LILLEHAMMER
H&M
Sales Advisor (Sommerassistent) - Kvadrat Kjøpesenter, Sandnes
Permanent · SANDNES
JIMMY CHOO
Sales Associate - Oslo - Norway
Permanent · OSLO
H&M
Sales Advisor (h&m Home) - Karl Johan, Oslo
Permanent · OSLO
Published
Mar 6, 2018
Reading time
3 minutes
Download
Download the article
Print
Text size

Asos tops e-tail UX ranking, Harrods near bottom

Published
Mar 6, 2018

Asos has topped a league table of website usability but luxury department store Harrods has come close to the bottom of the Summit 2018 Scorecard, which ranks the top 50 retailers (measured by annual revenue) operating online in the UK.


Asos's success is underscored by the usability of its website



Asos scored an impressive 75% for customer experience, followed closely by Asda on 74% and Argos on 71%. Meanwhile Next, Amazon and Boots shared fifth place with a 69% score.

Aldo scoring 60-something percent were big names M&S, New Look, Sainsbury’s, Very , Dorothy Perkins, Zara, H&M, Debenhams, John Lewis, JD Williams, and JD Sport.

But at the opposite end of the list, some of Britain’s biggest names scored more poorly. Clearly consumers are unhappy about their experience when buying interiors product. Sofas specialist DFS was bottom on 42% with homewares retailer The range on 47% and discounter Home Bargains on 51%. Ikea scored only 56%. 

WH Smith was in the bottom five and scored 53% and the lowest scoring fashion and beauty name was Harrods on 55%. Jacamo, River Island, Evans and Topshop also came in the 50-something half of the table.

The percentages were arrived at by judging each retailer on 280 criteria across four business areas. Summit looked at the overall performance and usability of the retailer’s websites; their online marketing, including search and social media; the content of their websites including product presentation and payment options; and the logistics back-up that sees how happy the experience of actually accessing the products is for customers. The researchers also added in a mystery shopper experience to see how good customer service was.

All of this offered up some worrying insights even for those not at the bottom of ranking with Summit saying that 56% of retailers saw issues around their own brand searches and 70% still having inadequate site speeds. That’s a worrying development given that when a site takes three seconds or more to load, 32% of consumers will go elsewhere.

Other criticisms included the information available about products on many websites. Summit said that half of sites offered fewer than four images of each product while just as many gave inadequate information on sizing. In fact, around 10% had no size guide.

More than half (52%) couldn’t adapt to search terms when the shopper misspelt them, potentially losing sales as a result.

Summit’s Ben Latham said this level of poor experience is even more of a problem now than a few years ago given that consumers expect a better experience than ever because of their awareness of just what technology can do for them.

He also said it underlines the need for continual digital investment and while many retailers put off incremental improvements until they can wrap them into a larger project, this is a mistake.

“Simply increasing the size of a product image can increase the conversion rate by 9%,” he said. “Likewise, not using their website to cross- and up-sell means that the industry as a whole is missing out on £350 million a year.”

And bizarrely, he also said that when the company tested customer service using mystery shoppers, they were often left with free products. “Retailers hadn’t factored in the cost of return, and found it more economical to provide refunds without collecting the products we were trying to return,” he said.

Copyright © 2024 FashionNetwork.com All rights reserved.