Rural lifestyle chain Tractor Supply knocked out Nordstrom, Costco, Amazon, and Kohls in web experience according to the latest Retail Customer Experience report from customer experience solutions firm ForeSee.
Based on survey data from over 40,000 shoppers across their store, web, and mobile experiences, the rankings examine the omnichannel CX scores of top global, non-grocery retailers by revenue, as identified in the Deloitte Global Powers of Retailing 2017 study. The top three brands based on CX include Amazon (79.1), Williams-Sonoma (78.1), and Kohl’s (77.9), as measured on a 100-point scale.
As the first omnichannel CX rankings of its kind, the report also examines the success of retailers by individual channel — store, web, and mobile. Amazon, Costco, Kohl’s, and Nordstrom each took a top spot in two out of three channels, while Tractor Supply, a company truly calibrated with the needs and expectations of its online customers, ranked number one in web.
“Winning retailers understand just how critical customer engagement is – and a consistent customer experience across channels is a requirement for delivering on customer expectations,” said Nikki Baird, managing partner at RSR Research. “Retailers need to take note that, while there are some highly competitive companies topping the ForeSee Retail CX Rankings, there is still a lot of opportunity to provide a truly differentiated customer experience, especially considering that no retailer ranks highly across all three channels.”