Warc Blog

Big retailers struggle online

10 December 2012
LONDON: Major bricks and mortar retailers in the UK are failing to translate their success with shoppers on to the web, and lag behind leading US chains in this area, a study has revealed.

Brand Perfect, the technology consultancy, and Opinion Matters, the insights provider, surveyed 1,568 consumers in Britain and 1,005 of their peers in the US.

When asked if any high-street retailer offered the best shopping experience across mobile, tablet and desktop channels, some 17.7% of the British panel chose Tesco, the supermarket operator.

Argos, the catalogue merchant, registered 14.9% here, beating John Lewis, the department store group, on 10.1%, and Marks & Spencer, the apparel-to-food chain, on 7.8%.

However, a 61.5% majority of those polled selected the "none" option when presented with a list of the country's top bricks and mortar players, suggesting they are losing out to online pure-plays.

"The modern customer now expects more from retailers than just a positive experience in store," the study argued.

"Brands must replicate their values and services digitally in order to meet these expectations and stave off the threat from their fellow high street competitors and online specialists."

Turning to the US, Walmart, the hypermarket giant, led the rankings on 37.6%, in front of Best Buy, the electronics expert, with 26.5% and Target, another mass merchant, on 19.9%.

Fourth place went to the Home Depot, the DIY chain, with 8.2%, ahead of Sam's Club, a unit of Walmart, on 6.5%.

Overall, only 40% of American interviewees stated that none of the country's largest physical store networks offered the best ecommerce experience, considerably better than the result for the UK.

Data sourced by Brand Perfect; additional content by Warc staff

 
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