Marks & Spencer Best Retailer For Multichannel Customer Experience
eDigitalResearch have published a report which found Marks & Spencer to be the best retailer at offering their customers a multichannel experience across three different channels.
The eChannel Retail Benchmark study evaluated 14 retailer brands who have existing mobile websites and apps alongside their desktop sites in order to discover who offered the most consistent customer experience.
M&S scored an average of 86% across the three channels, followed closely by Amazon with 85%. Topshop and House of Fraser both scored 84%.
The report looked at several different criteria, including the homepage, product pages, navigation, on-site search, shopping basket and checkout.
Product Page Scores
In terms of product pages, Marks & Spencer was the top performing site due to consistently high scores across all three channels.
Respondents particularly liked the large images and how each product had several images, showing the items at many different angles. M&S product pages also use a hover to zoom tool on all images, making the purchase decision easier for people browsing on smaller screens and mobile devices.
You can download the full report from here. Let us know what you think of the results in the comments. Do you think Marks and Spencer provides a great multichannel customer experience?