Online satisfaction improved at Target

An annual holiday e-retail satisfaction report produced by analytic's firm ForeSee showed considerable improvement at Target this year following a challenging 2011.

Amazon.com, LLBean.com and QVC.com were the top three retailers on ForeSee’s Annual Holiday E-Retail Satisfaction survey while Target was in the upper one third of companies analyzed.

This is the eight year the customer experience analytics firm has conducted the survey examining shopper satisfaction with the nation’s top e-commerce players. Rounding out the top 10 in order of their appearance were Vitacost.com, Esteelauder.com, Vistaprint.com, 1800contacts.com, Keurig.com, Scholastic.com. Avon.com and Cabelas.com. The satisfaction report results are based on 24,000 responses from visitors to the top 100 Web sites between Thanksgiving and Christmas with each company assigned a score on a 100 point scale. Target scored 79, versus 76 last year.

This year, aggregate customer satisfaction stagnated at 78 while a few big-name retailers suffered declines. For example, Apple’s online retail store slid 4% to 80, slipping from a tie for second place and out of the top five entirely, registering its lowest score in four years. PC competitor Dell.com also fell 4% to 77 and below the Index average. But the biggest year-over-year decline goes to JCPenney.com, with a 6% decline to 78.

"This year, we’re seeing that even some of the largest companies in the country are at risk if they lose sight of customer satisfaction," said Larry Freed, ForeSee president and CEO. "Satisfaction with the customer experience, when measured correctly, is the most important predictor of future success, and while Amazon clearly gets it, Apple stumbles from their usual focus on the customer experienceDell, and J.C. Penney seem to be struggling to find their way, which could make them extremely vulnerable to competitors."

Amazon.com continues to set the standard for customer satisfaction, matching the record high of 88 it set last year in the holiday edition of the Index. Amazon has had the highest scores in the Index for eight years in a row.

"At this point, Amazon has been dominant for so long and has such a history of focusing on the customer, its hard to imagine anyone else coming close," Freed said.

Shopper Satisfaction with Top 100 Online Retailers in the U.S., Holiday 2012
Website
Holiday 2011
Holiday 2012
Year-Over-Year Point Change
Amazon.com
88
88
0
LLBean.com
81
85
4
QVC.com
83
84
1
Vitacost.com
NM
84
NA
esteelauder.com
NM
83
NA
Vistaprint.com
83
83
0
1800Contacts.com
83
82
-1
Keurig.com
NM
82
NA
Scholastic.com
NM
82
NA
Avon.com
83
81
-2
Cabelas.com
79
81
2
HSN.com
76
81
5
Newegg.com
82
81
-1
1800Flowers.com
NM
80
NA
Blair.com
NM
80
NA
chicos.com
NM
80
NA
freshdirect.com
NM
80
NA
HPShopping.com
80
80
0
Kohls.com
79
80
1
MusiciansFriend.com
NM
80
NA
Netflix.com
79
80
1
OrientalTrading.com
NM
80
NA
Shutterfly.com
NM
80
NA
Store.Apple.com
83
80
-3
VictoriasSecret.com
81
80
-1
Walgreens.com
NM
80
NA
BN.com
81
79
-2
EdibleArrangements.com
NM
79
NA
Nordstrom.com
77
79
2
saksfifthavenue.com
NM
79
NA
Sony Store, Online
74
79
5
Target.com
76
79
3
WeightWatchers.com
NM
79
NA
Williams-Sonoma.com
80
79
-1
amway.com
NM
78
NA
AnnTaylor.com
NM
78
NA
Costco.com
79
78
-1
DisneyStore.com
NM
78
NA
FootballFanatics.com
NM
78
NA
HomeDepot.com
78
78
0
JCPenney.com
83
78
-5
MicrosoftStore.com
NM
78
NA
OfficeDepot.com
75
78
3
ShopNBC.com
NM
78
NA
SierraTradingPost.com
NM
78
NA
SportsmansGuide.com
80
78
-2
Walmart.com
79
78
-1
BestBuy.com
78
77
-1
cdw.com
NM
77
NA
Dell.com
80
77
-3
EddieBauer.com
NM
77
NA
gamestop.com
NM
77
NA
Gap.com
73
77
4
Grainger.com
NM
77
NA
JCrew.com
NM
77
NA
Macys.com
78
77
-1
NeimanMarcus.com
78
77
-1
net-a-porter.com
NM
77
NA
OfficeMax.com
75
77
2
Peapod.com
NM
77
NA
RalphLauren.com
NM
77
NA
Staples.com
78
77
-1
symantec.com
NM
77
NA
thebay.com
NM
77
NA
UrbanOutfitters.com
NM
77
NA
AE.com
NM
76
NA
BassPro.com
NM
76
NA
BlueNile.com
NM
76
NA
CVS.com
NM
76
NA
FootLocker.com
NM
76
NA
Hayneedle.com
NM
76
NA
Nike.com
NM
76
NA
NorthernTool.com
NM
76
NA
REI.com
NM
76
NA
TigerDirect.com
79
76
-3
Toysrus.com
75
76
1
Abercrombie.com
NM
75
NA
AutoPartsWarehouse.com
78
75
-3
Buy.com
74
75
1
efollett.com
NM
75
NA
Lowes.com
NM
75
NA
Overstock.com
72
75
3
PCMall.com
NM
75
NA
Sears.com
75
75
0
ShoeBuy.com
NM
75
NA
shopmyexchange.com
NM
75
NA
wayfair.com
NM
75
NA
FTD.com
NM
74
NA
PCConnection.com
NM
74
NA
shop.com
NM
74
NA
crateandbarrel.com
NM
73
NA
Nutrisystem.com
NM
73
NA
RueLaLa.com
NM
73
NA
Fingerhut.com
NM
72
NA
Gilt.com
NM
72
NA
 

 

Recommended stories

Login or Register to post a comment.