Customer satisfaction with the online retail during the 2007 holiday season fell slightly from last year, according to the Holiday 2007 edition of the ForeSee Results Top 40 Online Retail Satisfaction Index.
Satisfaction with the top online retailers scored 74 on a 100-point scale, dropping 1.3 percent from a year ago, as online holiday sales rose at their slowest pace ever.
“Online shopping is still the bright spot for holiday retailers, but lower satisfaction coupled with slower than expected spending growth puts a little cloud over the season,” said Larry Freed, president and CEO of ForeSee Results.
“In an economy where consumers are feeling the pinch, there’s increased competition for the customers’ dollar. So, it’s even more important for e-retailers to meet their customers’ needs online.”
Last year’s Web sites that ranked well continue to dominate the index. Netflix (86), Amazon (82), L.L. Bean (80) and QVC (80) lead the top 40. The most improved Web sites from last year include Costco (up 4.3% to 72), Zappos (up 4% to 78), and Avon (up 3.9% to 79).
The likelihood to recommend and the likelihood to purchase online, are down. The likelihood to purchase off line fell 7.5 percent, dipping to 62 from 67 last year.
“Consumers’ likelihood to purchase offline took a big dip from last year, which we attribute to several factors,” said Freed.
“Gas prices may encourage some people to buy online, rather than drive to the mall. Also, the tough economy and the flurry of discounting throughout the season lead to more price comparison shopping and higher expectations for deals.”
