Online shoppers rate Old Navy, Gap Inc. Direct’s retail apparel unit, highest in satisfaction based on how enjoyable it is to shop, how easy it is, and how well it meets their needs, according to Forrester Research Inc.’s 2013 Q4 Customer Experience Index.
Forrester says any score above 85 is “excellent.” The best scores: Old Navy with 90; Kohl’s Corp. with 89; Amazon.com Inc., 88; Costco Wholesale Corp., 87; Macy’s Inc., 87; J.C. Penney Co. Inc., 86; Wal-Mart Stores Inc.’s Sam’s Club, 86; Target Corp., 86; and, finally, TJ Maxx, 86.
Macy’s added 11 points from the 2012 survey, which a Forrester analyst said may be due to web- and/or mobile-based enhancements to their customers' online shopping experience.
The Forrester survey offers something of a blueprint for retailers looking to improve online connections to their customers. Smooth connections between retailer and customer are key, and communication is essential to that, according to Lauren Freedman, president of The E-tailing Group. “Communication should be timely and thorough in order to foster purchasing and meet shopper needs, ensuring that both those who seek self-service and others who prefer assistance are served well,” Freedman said.