Shop Talk

Retailers, consumers and prices

Check Out Line: Customers happier with online shopping

December 30, 2009

Online shopping Check out the retailers that kept their shoppers happy this season.

According to ForeSee’s annual report on holiday shoppers, customers were more satisfied with online shopping this year.

No brownie points for guessing Amazon.com occupied the top spot on the  e-retail satisfaction index. The online giant scored 87, up 4 percent from last year, according to the firm that measures online customer satisfaction.

Websites for Macy’s, SonyStyle, Gap, Home Shopping Network and Overstock.com also kept their shoppers happy, and registered increases of 10 percent or more in customer satisfaction year over year.

“These are the biggest retailers on the web, and they’ve got the ability to invest in the web channel and even meet the price points that consumers are looking for in this economy.  Smaller and midsized e-retailers may not be so lucky,” said Larry Freed, president and CEO of ForeSee Results.

Online shopping has been a bright spot in retail in recent times as more customers find it more convenient and cost-effective.

Most companies that made it here focused more on offering competitive prices than on merchandise and functionality to woo shoppers.

While it is no surprise that price is priority this year, website improvements are also vital, according to Kevin Ertell, vice president of Retail Strategy at ForeSee.

And for retailers that mean serious business, their websites now seem as important as their shop windows.

Also in the basket:

NY’s Tavern on the Green restaurant bites the dust (Associated Press)

Cadbury gets three extra days to detail Kraft defense

Nokia’s ITC move vs Apple a risk, but may pay off

Reuters Photo

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