Not a single Australian apparel retailer passed a website functionality review by global research giant Forrester, Ragtrader can reveal.
The firm selected a cross-section of five apparel retailers to review in January 2012, with Birdsnest, Myer, Sportsgirl, Ezibuy and Supre forming the base sample. Forrester released its research findings to Ragtrader, revealing that each retailer had significant shortcomings in every area from customer service to multi-channel strategy.
Each evaluated retailer failed to score a passing grade across the full set of criteria, which examined 65 individual content and functionality points which support users during the typical purchase path. The criteria was then divided into six essential e-commerce areas such as navigation and search, merchandising, multi-channel, community, purchase process and customer support. Forrester’s Steven Noble, who conducted the research, said the key shortfall was content, with many failing to offer garment specifications, sizing information and viewing options.
“Businesses have limited budgets, limited head counts and limited days of the year,” he said. “Content however is the single most crucial feature an e-tailer can offer.”
Noble said there were “bright spots” in his review, namely Ezibuy’s search and navigation, Sportsgirl’s merchandising and Myer’s help information. Noble also noted that many domestic e-tailers were undergoing rapid change, with Myer and Ezibuy having already enhanced their platforms since January. However, broader analysis of Forrester research also revealed a similar trend globally, with no retailers passing its European retail multi-channel review (Zara, H&M, Promod, Miss Sixty, Topshop) or its European luxury website review (Burberry, Dolce & Gabanna, Gucci, Hermes, Louis Vuitton).
“Yes, it’s not unusual for countries that are home to best practice retailers across Europe, the UK or US to fail on the functionality of their e-commerce platform,” Noble said. “Some luxury retailers, for instance, don’t emphasise the e-commerce elements and focus on creating an immersive brand experience that drives desire for product. But functionality does matter, particularly at a time when we are seeing increased sales taking place in the online space.”
Australian Online Apparel Retailers’ Aggregated Score Table
For more on the test results, head to ragtrader.com.au/blogs.
Assia Benmedjdoub