Study: Major retailers lacking in online satisfaction

When it comes to satisfying online customers, the little guys may have an edge. Online review site Bizrate Insights (a division of marketing solutions firm Connexity) has released its 16th annual Bizrate Circle of Excellence awards, and only a few major retailers are included.

The awards recognize the 187 online retailers that were in the top 4.6% of online customer satisfaction scores in the past year as rated by millions of Bizrate Insights’ verified online buyers. Among the factors to determine winners is that satisfaction scores must be significantly higher than the program average for all seven key satisfaction indicators: overall satisfaction, product selection, on-time delivery, ease of finding, repurchase intent, product met expectations, and customer support.

The only major national or global retailers included on the list were Bath & Body Works, PetSmart, QVC, The Vermont Teddy Bear Company, Ugg Australia, VitaminShoppe.com, and The Yankee Candle Company.

Winners included a number of brands selling direct and specialty service providers such as pest control companies. Eighty-four retailers received the highest distinction, the Platinum Award, for scoring at least 9.0 out of 10 in all seven key satisfaction indicators. Barth & Body Works, QVC, Vermont Teddy Bear and Yankee Candle won Platinum Awards.