Retail Digital Benchmark Results; What’s in Store for ASOS’s Digital Customer Experience in 2019?

guy using a computer

The digital customer experience has never been so important for retailers.

Despite tough trading conditions at the end of 2018 – thanks to falling consumer confidence and a rise in discounting – online sales still equated for 20% of all retail spend at the end of November 2018, according to the Office for National Statistics (ONS).

It’s why we’ve once again undertaken our renowned online benchmarking study to understand what makes a winning digital customer experience in 2019.

Digital retail winners in 2019

Our unique methodology uses online shoppers to evaluate the end-to-end user experience across a selection of leading retail sites. Looking at everything from first impressions through to delivery and customer service, the results allow us to pinpoint key features of a leading digital experience. We can report on key elements of best practice and advise brands where and how to improve.

The winners of our latest retail benchmark study were sites who provide a seamless experience across devices, allow easy buying off the page and provide a consistent journey across offline touchpoints such as delivery and returns.

Despite profit warnings with lower-than-anticipated growth due to excessive discounting, it was online pioneers and digital fashion darling ASOS who topped the league table.

They not only offer a great customer experience across desktop and mobile but also maintain a good performance across customer contact touchpoints, including live chat.

What makes ASOS digital experience so great?

ASOS provide an industry-leading digital customer experience across four key areas of the online customer journey:

  • Site search
  • Product pages
  • Returns
  • Customer contact

Detailed product pages

Users rated ASOS’s product pages exceptionally high, especially when in comparison with other rival sites and retailers. Feedback especially focused on the range and quality of images for their vast range of products.

Poor product pages are one of the biggest barriers to purchase. Well-presented product images, coupled with detailed product information, play significant importance on the path to purchase.

Surveyors particularly liked ASOS’ extensive product information, including:

  • Sizing recommendations, including height and size of model
  • Brand and product story sharing the inspiration behind the design
  • Detailed material and care information
  • Clear pricing with supporting fulfilment options and costs

Example of ASOS’s industry-leading product page with variety of images, product video and detailed product information

After sales care

ASOS have long been singled out for their industry-leading delivery and returns process.

Users were particularly impressed with the retailer’s range of returns options available, including pre-printed labels to keep to process offline and extremely convenient.

But as an online specialist, ASOS were often criticised in the past for not offering more wide-spread customer care options, such as telephone.

However, our results show that traditional customer service channels – such as phone and email – are no longer key for customers, as long as online touchpoints – such as live chat – are executed effectively and efficiently. For example, surveyors rated ASOS’ Live Chat service very highly thanks to short waiting times, agents ability to resolve issues quickly and the friendly tone and manner in which they were dealt with.

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Our industry-renowned Retail Digital Customer Experience Benchmark report contains the full league table, expert analysis and best practice recommendations, and is crucial to ensuring your digital customer experience is the very best it can be.

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