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: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

This journey would identify all your future life aspects!

Maryann Humphrey

Open Colleges: one-to-one journeys is the goal

Read more

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.

DragoCubed

Optus goes for education with 5G network campaign

Read more

Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

This is a unique experience! Will be interesting to talk to their managers.

Joyce Harris

​How Krispy Kreme revitalised its brand in a saturated market

Read more

Latest Podcast

More podcasts

Sign in