Which retailer delivers the best multichannel customer experience?

by Gemma Maidment on 30 November 2011
Having released our Retail Multichannel Customer Experience Report (PDF - 1.4MB) earlier this month and now that we are all meant to be gearing up for Christmas shopping, we thought it would be interesting to get a view of how well you think our sample 15 brands are doing to make you happy, loyal and wanting to go back for more. Our user experience experts reviewed a number of areas of the chosen retail brands including website, mobile, in-store, home delivery and packaging to see how well the brand experience has been planned and is being executed. Our ultimate retail brand would show excellent delivery of their brand message and product offering that is well targeted and smoothly communicated across all of its customer touch points. So, it's not only about each digital and physical aspect being well designed to a high level of usability and user experience. The ultimate retail brand would show tight coordination between each platform in terms of look and feel, and provide the up most of flexibility for the customer to choose the touch point most relevant to them at the time. But did we find any? We looked at the following cross-section of brands, giving them scores for 15 of our top best practice guidelines:
  • Apple Store
  • Bodyshop
  • Blackwells
  • Boots
  • Currys
  • Debenhams
  • Early Learning Centre
  • Hamleys
  • John Lewis
  • Marks & Spencer
  • Next
  • Superdrug
  • Ted Baker
  • Top Shop
  • Waterstones
So, who do you think should get the top spot for cross-channel customer experience? I'll give you one clue, our biggest surprise when finalising this report was the very average result from Apple! You can read more about why Apple only positioned mid-table in a separate blog post, which exposes where they lost some of their customer experience points. We'd love to know who you think deserves to be number one! Drop us a note in the comments below and don't forget to take a look out our report to check the league table (PDF - 1.4MB) to see if you got it right!

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