The Courier & Advertiser (Fife Edition)
Cosmetic outlet voted the best online shop
Phone company EE fared less well, being voted worst in poll of 10,509 people
Cosmetics store AllBeauty.com has been voted the best online shop and EE.co.uk the worst, in a poll of more than 10,000 consumers.
AllBeauty, which launched in 2004, gained the top customer score of 87% for its “great deals, good selection and quick delivery service”, the Which? survey found.
It was closely followed by last year’s joint winners AO.com and cosmetics brand LizEarle.com, who came second and third respectively with scores of 86% and 85%.
EE came bottom of the table of 100 retailers for the second year running, for criticism ranging from poor deliveries to its “hard to navigate” website.
Which? editor Richard Headland said: “With more and more of us shopping online, especially in the run-up to Christmas, it seems there’s still a big gap between the best and worst retailers if you’re looking for choice, value and convenience.
“The best online shops offer competitive prices and a seamless experience, while others need to up their game to avoid letting customers down.”
Online shopping currently accounts for 14.8% of total UK retail spending and is forecast to reach 18% by 2021, according to figures from research agency Verdict Retail.
Which? compiled the ranking by asking 10,509 members of the public to rate their best and worst online shops according to price, how easily they were able to find what they wanted, product availability and quality and delivery.
Online shopping is growing at an incredible rate. While the digital experience gets better, the problems being experienced by high street retailers intensify.
Not so many years ago, online shopping was a pastime very much reserved for the few rather than the many. Relatively low numbers trusted the technology, and inputting credit card details was often seen as a risk too far.
However, people have become far more confident and — even as cybercrime continues to grow – are now more comfortable when putting their personal banking details online.
Without doubt there is a convenience factor involved with internet shopping. It is quick, easy and – for the most part – effective. Most businesses have realised that delivery time is key and it is now unusual to wait anything more than a day or two for items to be delivered.
For traditional retailers who rely on footfall and passing trade it is a depressing state of affairs, but all is not lost. The very best outlets offer an excellent service – both in person and online.
Trusted brands have much to gain and little to lose. While many consumers prefer the speed and convenience of online shopping, for a significant number there is nothing to beat the face-to-face experience.
Successful retailers need to ensure the service these people get when they walk into their shop is second to none.