Australian retail websites deliver poor customer experience

Forrester report reveals seven top retail brands failed the test of providing optimum user experiences

Major brands in Australia are giving customers a below-par online user experience compared to their global counterparts, a new Forrester report claims.

The analyst group evaluated the website user experiences delivered by seven leading brick-and-mortar retailers and found all reviewed sites ranged from ‘poor’ to ‘horrible’. Coles, Harris Farm

Markets, Woolworths, Target, Big W, David Jones, and Myer averaged a score of 0.14 out of a possible 50, struggling across all four categories of the evaluation: Value, navigation, presentation, and trust.

According to the report, no site consistently provided the information users needed to effectively compare products and make an adequately informed decision. For example, the research claimed many sites’ text formatting and layout did not support simple functions like scanning, with users left with no choice but to simply to read production information.

The report also stated most sites reviewed had confusing product hierarchies and poorly implemented product filtering.

Department store websites including David Jones, Target and Myer were found not to filter garment sizes in a user-friendly manner. David Jones’ website was also flagged as suffering from glitches in recognising user selection.

And while NSW-based grocer, Harris Farm Market, had clear product images, the site featured poor text formatting and a font size that was nearly impossible to read, Forrester said.

Despite this, grocery store websites scored better on the whole for user experience, as they were easier to navigate and were better organised in their menu structure and format, Forrester said.

Target also came out on top as the best-performing website in terms of the review, with clear and concise checkout options. This was followed closely by Coles, which was the only website reviewed with a product comparison functionality.

Compared to globally competitive brands that offer flat-rate shipping to Australia and the UK’s mySupermarket on the expansion trail, Forrester found Australia’s major retail brands need to get serious about winning, serving and retaining online customers - or risk irrelevance.

More on omni-channel retailing experiences

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook:, or check us out on Google+:

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Thanks for this. The key for me is the effective of governance where it dictates and sets the proactive policy when it comes to CX. Tech ...

Hitesh Parekh

6 lessons in modern marketing from a customer experience chief

Read more

Very well said “With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just co...


CMO's top 10 martech stories for this week - 29 September

Read more

Latest Podcast

More podcasts

Sign in