Lingerie retailer Figleaves was rated the top performing e-commerce site in a study covering the Christmas shopping season.
The eRetail Benchmark Study from eDigital found that, though marks were relatively high for website usability across the board, customer service was the key differentiator.
Across the nine criteria used in the study, Figleaves was the top performer, followed by Amazon and Boots. Ryman’s new website also performed well.
While 26 percent of orders placed on Figleaves by eDigital’s mystery shoppers were late, due to the adverse weather conditions, the retailer scored highly for both email and telephone customer service.
For telephone customer service, Figleaves was a close second to Interflora, which performed highly thanks to ‘a clear contact number on the website, polite and knowledgeable staff, and a callback option when all agents were busy.’
The worst performers in the telephone customer service category were WHSmith with 51 percent and ASOS with 0 percent.
However, this is not an entirely accurate reflection of ASOS, which doesn’t offer telephone customer service, but scores well for email and has a dedicated Twitter customer service account – an area not covered in the report.
For email customer service, Figleaves scored highest with 81.6 percent overall, and 76.9 percent for speed of response. The scores were lowest in this category, which suggests significant room for improvement by many firms.
Common problems include making email addresses hard to find, making customers fill in ‘annoying contact forms’ and the lack of a speedy response.
Only14 of the retailers in the study scored more than 50 percent for speed of email response and ten scored less than 10 percent.
Other lingerie retailers to make the top 20 list included department store House of Fraser (6), Marks & Spencer (15), La Senza (17) and Ann Summers (joint 19).
Of the 51 websites in the study, H&M’s newly launched e-commerce site came bottom of the table, with just 64.8 percent.