Satisfaction with Online Apparel Shopping Excels in June
ForeSee Results Apparel Benchmark Turns in Stellar Satisfaction Score of 80
ANN ARBOR, Mich. (August 6, 2008) ForeSee Results today announced that their apparel and accessories retail clients tend to outperform other online industries in terms of customer satisfaction. The aggregate customer satisfaction benchmark score for online apparel retailers in June of 2008 was 80 on ForeSee Results’ 100-point scale, which is considered to be a superior performance level.
ForeSee Results’ apparel and accessories benchmark is composed of satisfaction scores for browsers on 19 apparel and accessories websites including American Eagle, Victoria’s Secret, Under Armour, Oakley, Finish Line, GUESS, Danskin, Famous Footwear and Payless Shoes to name a few.
The ForeSee Results apparel benchmark substantially outperforms its cross-industry benchmark of satisfaction (71 on the 100 point scale) by 13%.
“The conventional wisdom was once that there were insurmountable issues for companies trying to sell clothes and shoes online because customers couldn’t tell what the fit or feel would be like,” said Larry Freed, president and CEO of ForeSee Results. “The fact that the apparel benchmark outperforms our cross-industry average shows that many apparel retailers have overcome those significant challenges through innovation.”
Additionally, the benchmark of ForeSee Results apparel and accessories clients significantly outperforms the Top 100 Online Retail Satisfaction Index score for apparel and accessories industry average of 74 (an aggregate of satisfaction scores of the 24 apparel and accessories e-tailers included in Internet Retailer’s 2008 Top 100 Guide).
“It’s no surprise that our clients, in aggregate, outperform the average online apparel and accessories e-tailers because by working with us, they’ve demonstrated a commitment to customer satisfaction and a curiosity about how to improve satisfaction in a way that most impacts the bottom line,” added Freed. “There are so many places for people to find these kinds of items, both online and offline, that customer satisfaction can be a real competitive differentiator, and the best retailers know that and make it work to their advantage.”
ForeSee Results applies the methodology of the University of Michigan’s American Customer Satisfaction Index (ACSI) to help online retailers and other companies understand the current satisfaction of site visitors. More importantly, this powerful web metric shows online retailers how improvements to specific aspects of the online experience, such as search and product descriptions, will positively affect satisfaction, future purchases, loyalty and customer retention, thus allowing for prioritization of site enhancements and efficient allocation of resources. ForeSee Results’ proprietary methodology also enables multi-channel retailers to quantify the contribution of online shopping visits to sales through other channels, such as in a store or call center.
Highly satisfied visitors to sites in our apparel benchmark are 49% more likely to return to the site, 73% more likely to recommend it, 68% more likely to purchase from the retailer online, and 32% more likely to purchase from the retailer offline than are dissatisfied site visitors. They are also 66% more committed to the retailer.
“Satisfaction obviously plays a critical role in making the back-to-school season and then the holidays a success. When you look at the proven link between satisfaction and both purchase and loyalty, it’s clear that online customer satisfaction can make or break an apparel retailer,” added Freed.
About ForeSee Results
As the leader in online customer satisfaction measurement, ForeSee Results uses online voice of customer data to help organizations around the globe increase sales, loyalty, recommendations and website value. Using a proven, patented technology, ForeSee Results identifies the improvements to websites and other online initiatives with the greatest ROI. With over 28 million survey responses collected to date and benchmarks across dozens of industries, ForeSee Results offers our clients unparalleled expertise in customer satisfaction measurement and management. ForeSee Results works with clients across media and content sites, retail, financial services, healthcare, manufacturing, and government.
ForeSee Results, a privately held company, is headquartered in Michigan and can be found on the web at www.ForeSeeResults.com.