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Study: Amazon tops U.K. digital customer experience


London – ranks first in end-to end customer experience across key digital channels including websites, mobile sites and apps. According to the latest EChannel Retail Benchmark report from EDigitalResearch, Amazon tops the benchmark study due to their core multichannel functionality, especially across the search and purchase sections of the customer journey.

Consumers particularly liked their accurate and fast predictive text on keyword search, extensive integrated customer reviews on product pages and their one-click purchase functionality, available on all three of their digital channels.

Department store Debenhams came a close second thanks to their recent site design re-fresh. Marks & Spencer's overall multichannel digital customer experience has slipped following their site re-launch earlier in the year, scoring poorly in both the first impressions and checkout stages of the customer journey — two key areas where changes were made as part of the sites development.

"Amazon have long led the field with their multichannel customer experience, introducing ideas such as predictive search text and one-click purchases,” said Derek Eccleston, commercial director at EDigitalResearch. “While they still don't lead the way when it comes to design or first impressions, Amazon clearly understand their customers — they know that people are often wanting to make purchase quickly and their digital channels more than deliver on this front.”

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