When
brands and retailers were first debating the merits of e-commerce, many
detractors — particularly those in the luxury sector — complained that
it was simply impossible to bring the same level of customer service on
offer at brick-and-mortar stores to an online retail environment.
How
ironic, then, that in a customer service survey recently conducted by
Forrester, online-only retailers outranked traditional stores (i.e.,
those with both a brick-and-mortar and online presence) by a
large margin. Of the 299 brands surveyed across industries ranging from
airlines to wireless service providers, six of the top 15 brands were
digital-only retailers. QVC (which I'm not sure I'd qualify as an
online-only brand, but Forrester does) ranked first among retail brands,
followed by Amazon, Newegg, Zappos, Etsy and HSN. Legacy retailers like
Neiman Marcus, Saks Fifth Avenue and — most surprisingly, Nordstrom —
did not rank in the top 15 overall.
No comments:
Post a Comment