2014 eshopper index: excerpt

1 © iVentures Consulting 2014

eShopper Index ®

© iVentures Consulting 2013

eShopper Index ®

2014 Excerpt

© iVentures Consulting 2014


eShopper Index ®

Table of contents

1.  2014 eShopper Index 2.  Executive summary 3.  Rankings

4.  Best practices

5.  Why subscribe to the eShopper Index? re


eShopper Index ®

1. 2014 eShopper Index Introduction

!  The eShopper Index: "  Analyzes and ranks E-Commerce

performances of leading players all along the customer journey before, during and after the purchase - from the Search all the way to the return and refund process

"  Covers 13 sub-steps of the customer journey through over 250 criteria

"  Provides cross sector comparisons through over 130 American and European companies

"  Identifies best practices on all these sub-steps including OmniChannel

!  This 2014 edition of the eShopper Index focuses on companies that only sell products. Ie. Companies that sell online and deliver physical product

Website Mobile

Social platforms

Customer services

CRM OmniChannel


eShopper Index ®

1. 2014 eShopper Index 13 sub-steps measured

Before purchase

During purchase

After purchase

SEO/ SEM

Social Media

Mobile

User Interface

Product Page

Sales Funnel

Customer Service

Newsletter

Communication emails

Customer Account

Delivery & Package

Return & Refund

O

mni

Cha

nnel


eShopper Index ®

1. 2014 eShopper Index Performance evaluation of each player’s

E-Commerce ecosystem

!  A quantitative analysis based on 250 criteria that we observed and analyzed before, during and after the purchase

!  A qualitative analysis based on the identification of: "  Basics, differentiators and goodies

at each step of the customer journey

"  Best and worst practices, and key learning


eShopper Index ®

1. 2014 eShopper Index Breakdown of the 130 players within the 11

sectors

2% 5%

14%

32% 15%

5%

2% 2%

5%

8%

10%

Cultural goods & Kids

Consumers electronics & Computer Luxury

Fashion

Perfumes & Cosmetics

Food & Beverage

Furnitures & Design

Office supply

Sport

Telecom

Multi-sector


eShopper Index ®

1. 2014 eShopper Index Analyzed companies

3 Suisses Clinique Homebase Next Swarovski Adidas Coach Hugo Boss Nike T-Mobile Amazon Columbia Ikea Nine West Target American Apparel Costco J.Crew Nocibe Tesco Apple Créateurs de Beauté John Lewis Nordstrom Thierry Mugler Argos Darty Justfab O2 Tiffany Asos Décathlon Kate Spade Officedepot Tommy Hilfiger AT&T Dell L'Oréal Paris Orange Tory Burch Auchan Dior Parfums Lacoste Otto Topshop Avon DKNY Lancome Pixmania Toys"R"us Baccarat Dolce & Gabbana La Redoute Prada Vente-privee Barnes & Noble Esprit Levi's Puma Verizon Barneys Estée Lauder Longchamp Quiksilver Very Benefit Cosmetics Eveil & jeux Louis Vuitton Ralph Lauren Vestiaire Collective Best Buy Fab Mac Reebok Vodafone Bonobos Farfetch Macy's Ruelala Walmart Bloomingdale’s Fnac Marc Jacobs Safeway Yoox Boulanger Fresh Cosmetics Marionnaud Sainsbury YSL Bouygues Telecom Gap Mark & Spencer Saks Direct Yves Rocher Bruneau Gilt Michael Kors Sarenza Zalando Burberry Giorgio Armani Moda Operandi Sears Zappos Calvin Klein Gucci Mytheresa Selfridges Zara Carphone Warehouse Guerlain Neiman Marcus Sephora !!Carrefour Guess Nespresso SFR !!Celio H&M Nasty Gal Shopbop !!Chanel Harrods Net A Porter Sprint !!Clarins Hermes Neutrogena Staples !!


eShopper Index ®

Table of contents





eShopper Index ®

2. Executive summary What the Top 20 tells us

!  By observing the top 20 players, we noticed: "  The Top 4 companies are the major pure

players "  The top 1st is initially the European

« copycat » of the Top 2nd "  The best bricks & clicks have caught up

with pure players: !  Key figure : the brick & clicks represent

75% of the Top 20 , (for 79% of all companies analyzed).

"  Multi-brand retailers have been more efficient in their digital transition than brands . !  Key figure :

!  80% of multi-brand retailers in the Top 20 while they are only 54% of the analyzed companies.

!  In contrast, 20 % of brands are in the Top 20 while they represent 46% of the analyzed companies.

TOP 20

1 11

2 12

3 13

4 14

5 15

6 16

7 17

8 18

9 19

10 20


eShopper Index ®

2. Executive summary What the Top 20 tells us

"  The performance of European companies is neither better nor worse than that of American companies: !  Key figure: European companies represent 55% of the Top 20 (54% of analyzed

companies). 84% of international companies have the same E-Commerce site in Europe and in the US. However, the difference is in the merchandising and services provided to customers.

!  U.S. companies are highly efficient in customer service (open on Sundays and after 8pm, online chat etc.), delivery time (offer delivery within 24 hours), return conditions (often beyond 30 days, pick up at home or return in store).

"  The fashion sector emerges as the winner (50 % of the Top 20 for 31% of all companies analyzed ), followed by " multi-sector " such as Amazon, Target etc. (25% of the Top 20 for only 10% of analyzed companies).

"  There is strong potential optimization in sectors such as Luxury (only 1 player in the Top 20), Perfumes & Cosmetics (2 players), Consumer electronics & Computer (1 player) , Furnitures & Design (1 player) .

"  Telecom companies are missing in this Top 20 (they are rather in the second half of the rankings ).


eShopper Index ®

2. Executive summary Overall analysis

!  Overall, eShoppers’ expectations are:

"  Before purchase, eShoppers need information and help through search engines, social media platforms, company’s web and mobile sites and product pages

"  During purchase, eShoppers are willing to experience sales funnel and customer service that are reassuring, easy to use, qualitative and reactive

"  After purchase, eShoppers want to be informed about the order status, be satisfied when opening the box that arrives quickly and feel that return and refund are easy

"  Regarding omnichannel, eShoppers are willing to experience continuity and relevance between online and physical stores that are part of the same customer journey


eShopper Index ®


!  Our analysis of the 130 players highlights that 79% of the analyzed companies have improvement opportunities at all steps of the eShopper Journey, from search engine optimization to product delivery and return as well as on omnichannel

"  Only 21% of the analysed companies provide a smooth eShopper journey before, during and after purchase (Green)

"  26% of the analysed companies have few breaches in the eShopper journey (Orange) !  These breaches can be fixed with simple changes to deliver a smoother eShopper experience

"  More than half of the analyzed companies (53%) have significant breaches in their eShopper journey

!  These breaches may generate customer dissatisfaction and require to be fixed

Before purchase During purchase After purchase Average

Green 21% 20% 22% 21%

Orange 25% 28% 26% 26%

Red 54% 52% 52% 53%

Smooth eShopper journey. Needs little improvement.

Few breaches in the eShopper journey. Some room for improvement.

Many breaches in the eShopper journey. Room for improvement.


eShopper Index ®


!  US vs Europe: "  84% of international players have the same website for the US and European countries. However

differences often appear on product merchandising.

"  US companies tend to provide: !  A better customer service:

!  Wider availability of customer service after 8PM (70% US / 40% Eur.) and on Sunday (72% US / 32% Europe)

!  Easier interaction with customer through chat (48% US / 25% Eur.) and Social platforms (82% US / 60% Eur.)

!  More M-Commerce app in Multi-sector (100% US, 71% Eur.) and Food & Beverage (100% US/ 75% Eur)

!  More 24 hours delivery (59% US, 45% Eur.)

!  More product return in store for companies with physical stores (63% US / 46% Eur) !  Printable coupons from the web available in stores (13% US/ 0% Eur)

!  More product pick up for return (25% US, 19% Eur)

!  Longer time frame (>30 days) to return a product (37% US, 13% Eur.)

"  European companies tend to provide: !  More M-Commerce app in Consumer electronics & Computer (100% Eur., 67% US) and Fashion (82% Eur./

42% US)

!  Delivery pick up at a closest spot (Kiala, Mondial Relay) that is a European specificity (44% of European players propose this delivery option)

!  More free return when the company is a brand (78% Eur., 43% US)

!  Faster product refund (<30 days) in case of return (83% Eur., 70% US)

!  More product pick up in store when they they have physical stores (48% Eur, 30% US)


eShopper Index ®


!  Sectors: "  Fashion, Luxury and Sport companies have many best practices in:

!  High quality multi-product merchandising and product inspirational content on their sites: !  86% of the Luxury and Sport companies provide story telling and product inspirational content

!  Quality package: !  47% of Luxury players, 29% of Fashion players and 29% of Sport players have an excellent quality of

package

!  Return & refund conditions: !  Free return (Average of 71% of players) and fast refund time frame after returning a product (92% of

Fashion, Luxury and Sport companies refund in less than 30 days)

"  Perfumes & Cosmetics companies are very strong in: !  SEM: 85% do SEM on Google and 65% on Bing and Yahoo!

!  Search Engine in their sites: The best search engines with 72% “perfect” search results !  Newsletter: 90% highlight their newsletters; 100% send newsletters in the next 3 months;

100% have a creative newsletter design

!  Highlight of reassurance information such as delivery, return etc. (95% of players) and highlight of online help and/ or Customer service (70% of players)

*Source: Milky for iVentures Consulting - Dec. 2013


eShopper Index ®


!  Sectors: "  Multi-sector and Telecom are very strong in customer service availabilities and

reassurance highlight: !  69-70% of players are available on Sunday, 77-80% after 8pm !  60% of Telecom players propose chat and 40% propose click to call

!  80% of Telecom players highlight their online help and/ or customer service on their product pages and all along the customer process

!  80-85% of Telecom and Multi-sector players highlight reassuring information (payment, delivery, return, etc.) on their product page

!  Highest response rate on Facebook pages (Telecom 96%, Multi-sector 95%)*

"  Multi-sector and Food & Beverage are the most active sectors in M-Commerce: !  100% of players have a mobile E-Commerce site !  85% of Multi-sector players and 83% of Food & Beverage players have an E-Commerce app



eShopper Index ®

2. Executive summary What the best players do well

eShoppers need information and help before purchase through search engines, social media platforms, company’s website and mobile site or app

!  Search Engine (SEO/SEM):

"  What the best players do well: !  Easy to find on search engines, through search on brand name, main product names or brand universe. Results

should show links to the website and its sections, store locations, details and map (for brick & clicks)

"  eShopper Index figures: !  100% of companies are easy to find on their brand name.

!  However, only 25% of analyzed companies use SEM on their top product names and 61% on their brand universe

Before Purchase During Purchase After Purchase Omnichannel


eShopper Index ®


!  Social Media: "  What the best players do well:

!  Engage open dialogue with fans even on customer service matters and promote interactions between fans

!  Provide a central global page, customized for each country highlighting products with direct links to the e-Store

!  Propose coupons, fan exclusives & special offers (except in Luxury sector)

"  eShopper Index figures: !  Brands’ Facebook pages focus on product presentation (95%), brand news (84%), Customer service (70%).

However, promotions/coupons is only 15%

!  Average engagement rate on Facebook page is only 1.8% and response rate is 42%.

!  Highest engagement rates are in Telecom (10%), Food & Beverage (9%) and Office Supply (9%), Consumer electronics & Computers (7%).

!  Highest response rate companies are in Telecom (96%) and and Multi-sector (95%).




eShopper Index ®


!  Mobile site and Apps: "  What the best players do well:

!  Easy to use mobile version and mobile app on smartphone and tablet including purchasing and specific features while on the move and inside the brand’s stores (notifications & offers, get product advices through QR Code, call a sales person, book a product, pay, etc.)

"  eShopper Index figures: !  Mobile E-Commerce site version :

!  87% of players have a mobile version of their E-Commerce site (lower sector is Fashion: 78%)

!  Mobile E-Commerce App:

!  Only 45% of players propose an iOS mobile M-Commerce app and 36% an Android M-Commerce app. !  Less active sectors on E-Commerce apps are Luxury (5%), Sports (14%), Perfumes & Cosmetics (20%) and

Telecom (10%)



eShopper Index ®


!  Site user interface: "  What the best players do well:

!  Provide a unique, fast and seamless user interface

!  Smart filters allowing to immediately find offers and products which meet the search, compare and discover them

!  Simple and clear home page that provides direct access to all information without too much scrolling !  Access at all time to all product categories and sub-categories, shopping cart, reassuring information

(delivery, return, payment security etc.) and Customer Service

!  Quality of multi-product presentation and inspirational product content has increased in the last few years, especially in Fashion (as well as Sport and Luxury)

"  eShopper Index figures:

!  Easy access to product page: !  86% of players provide direct product link from the home page

!  92% of players provide product page access in less than 4 clicks

!  Reassuring site and navigation: !  72% of players do not highlight customer service on all their pages and 20% of sites do not have an FAQ



eShopper Index ®


!  Product Page: "  What the best players do well:

!  Efficient and fast downloading product page with:

!  Good quality pictures (including worn/unworn product in Fashion/Luxury), zoom option !  Highlight of reassuring information (payment, delivery, returns etc.) and customer service

!  Product availability in physical stores, customer reviews and ranking, videos !  Pop-up chat (with personal stylist in Fashion and Luxury)

!  Personalized up/cross selling products

"  eShopper Index figures: !  Most frequent features:

!  Product description and pictures (100%) !  Up/cross selling (79%)

!  Social media sharing features (60%) !  Addition to wish list (61%)

!  Less frequent features:

!  Highlight of Online help or customer service (36%) !  Video for demo or advice (27%)



eShopper Index ®


eShoppers are willing to experience sales funnel and customer service that are reassuring, easy to use, qualitative and reactive

!  Sales Funnel:

"  What the best players do well: !  Visible, easy to read and reassuring shopping bag !  Easy sales funnel, with reassuring information (delivery, payment, return, customer service highlighted etc.),

proposed options (gift, multi-delivery options…) and few steps

"  eShopper Index figures: !  71% of players provide reassurance in the shopping bag,

!  however, only 53% of the Fashion players and 33% of the furniture and design brands provide reassurance

!  42% of players do not highlight customer service and/or online help access in the sales funnel.

!  This figure reaches 71% for Sports players and 75% for Cultural goods & kids players

!  43% of players have more than 3 pages in their sales funnel, and only 15% less than 2 pages

!  81% of players propose more than 3 payments options

!  Only 22 % of players propose more than 3 delivery options (including fast delivery and “Proximity /Relay delivery) while 24% of the brands propose only 1 delivery mode



eShopper Index ®


!  Customer service: "  What the best players do well:

!  Highly responsive and easy to reach customer service (through phone, mail, chat, click to call and social media platforms), providing wide opening hours

"  eShopper Index figures: !  Customers service can be reached by phone (97%) and email (86%). Chat (35%) and click to call (11%) are not

frequent

!  50% of customer services can be reached on Sundays (72% in the US), and 53% are available after 8PM (70% in the US)

!  Newsletter: "  What the best players do well:

!  Newsletter are easy to read, not too frequent and provide personalized content (based on customer preferences and habits)

!  Newsletter registration and management is easy and accessible from the customer account

"  eShopper Index figures: !  89% of players send newsletter in the 3 months following registration. However, this figure is lower in Telecom

(50%) and Office supply and furniture and design (67%)

!  29% of players do not highlight the newsletter subscription on their site !  96% of the newsletters are “highly graphical” (only 67% in sports companies)



eShopper Index ®


eShoppers are willing to be informed about the order status, be proud and happy when opening the box that arrives quickly and feel return and refund are easy

!  Communication emails:

"  What the best players do well: !  Inform customer on the order confirmation, order shipment with tracking link and return conditions and ask

customer about her/his satisfaction level after delivery

"  eShopper Index figures: !  95% of players send an order confirmation email

!  88% of players send a shipping confirmation

!  Only 25% of players send a satisfaction questionnaire after the order is received



eShopper Index ®


!  Delivery & Package: "  What the best players do well:

!  Fast, free and high quality shipping and delivered package, that includes delivery form, return form, thank you letter, samples and catalogues

"  eShopper Index figures: !  24% of players propose free delivery with no minimum amount and 49% propose free delivery with a minimal

amount

!  Only 33% of players include a thank-you letter in the package, 18% a product catalogue

!  Customer account: "  What the best players do well:

!  Easy to access and use customer account that can be created after purchase and provides advanced features

"  eShopper Index figures: !  Few advanced features are proposed: Return management (29%), Product exchange (4%), cancellation

management (15%), loyalty program management (32%)



eShopper Index ®


!  Return & refund: "  What the best players do well:

!  Free and easy return process (Instructions, Pre-printed sticker, pick up return ) followed by a quick refund

"  eShopper Index figures: !  58% of players propose a free return.

!  Free return is rare in Cultural goods & Kids (25%), Consumer electronics & Computer (29%) and Perfumes & Cosmetics (30%)

!  In the US, 63% of the retailers propose free return, and 43% of the brands !  In Europe, 56% of the retailers propose free return and 68% of the brands

!  Only 23% of players propose home pick-up return

!  In the US, 25% of the analyzed companies provide Home return pick-up

!  In Europe 19% of the analyzed companies provide Home return pick-up

!  33% of players agree on possible return more then 30 days after product delivery

!  In the US, 37% of the analyzed companies provide possible return more than 30 days after product delivery !  In Europe 13% of the analyzed companies provide possible return more than 30 days after product delivery



eShopper Index ®


!  Omnichannel:

"  What the best players do well: !  Provide an easy and unique experience with the brand.

!  Generate the feeling that online and physical stores are part of the same customer journey through a homogeneous and fluid experience

"  eShopper Index figures: !  69% of players with stores and showrooms propose at least 1 omnichannel service

!  Most frequent Omnichannel services are :

!  Return in store (54%) !  Order pick-up in store (40%) !  Check availability of the product in the physical store (36%)

!  QR codes (36%) !  Connected devices in-store (25%)

!  Specific features of mobile app in-store (call sales person, register to personal shopper/ training (18%) !  Printable coupons from web available (6%) !  If product is not in store, sales person proposes eShopper to pass the order online from the physical store

to be deliver at home.



eShopper Index ®

Table of contents





eShopper Index ®

3. Ranking Overall ranking of the 130 companies

1 Zalando 28 Walmart 55 Thierry Mugler 82 Nocibe 109 YSL 2 Zappos 29 Nike 56 Zara 83 Michael Kors 110 Columbia 3 Amazon 30 Macy's 57 Benefit Cosmetics 84 Ruelala 111 Nespresso 4 Net A Porter 31 Barnes & Noble 58 Louis Vuitton 85 Guerlain 112 Boulanger 5 Gap 32 Yoox 59 Coach 86 Baccarat 113 Sainsbury's 6 Lacoste 33 Burberry 60 Eveil & Jeux 87 Hermes 114 Fresh 7 Fab 34 Estée Lauder 61 Otto 88 Neiman Marcus 115 Safeway 8 Nordstrom 35 Mytheresa 62 Farfetch 89 SFR 116 Guess 9 Marks & Spencer 36 Gilt 63 Nasty Gal 90 DKNY 117 Dior Parfums

10 Ralph Lauren 37 Levi's 64 Toys"R"us 91 Next 118 Homebase 11 Target 38 Justfab 65 Calvin Klein 92 Longchamp 119 Giorgio Armani 12 Sephora 39 Chanel 66 Apple 93 Neutrogena 120 Bouygues Telecom 13 Kate Spade 40 Hugo Boss 67 Saks Fifth Avenue 94 Gucci 121 Orange 14 Harrods 41 Tesco 68 Shopbop 95 Marionnaud 122 3 Suisses 15 Clinique 42 Décathlon 69 Reebok 96 Dell 123 Dolce & Gabbana 16 Sarenza 43 Createurs de Beaute 70 Tommy Hilfiger 97 Argos 124 AT&T 17 Bloomingdale’s 44 Bruneau 71 L'Oréal Paris 98 J. Crew 125 Sprint 18 John Lewis 45 Bonobos 72 Best Buy 99 Nine West 126 Prada 19 La Redoute 46 Yves Rocher 73 Pixmania 100 Carphone Warehouse 127 Vodafone 20 Fnac 47 Avon 74 Staples 101 Swarovski 128 T-Mobile 21 Tory Burch 48 Puma 75 Topshop 102 Lancome 129 Ikea 22 Clarins 49 Selfridges 76 Esprit 103 Office Depot 130 O2 23 Auchan 50 Tiffany & Co. 77 American Apparel 104 Very 24 Adidas 51 Celio 78 Barneys 105 VentePrivee 25 Sears 52 Mac 79 Costco 106 Quiksilver 26 Asos 53 Marc Jacobs 80 Vestiaire Collective 107 Carrefour 27 H&M 54 Darty 81 Moda Operandi 108 Verizon


eShopper Index ®

Identification of 4 major Categories

Champion The eShopper customer journey is overall smooth from start to follow up. Top 10

Challenger The eShopper customer journey is nearly perfect but still shows some breaches. Top 11 to 50

Diligent The purchase can be made but there are real breaches in the customer journey despite some very carefully carved steps. Top 51 to 100

Feeble Too many breaches in many steps of the eShopper customer journey. Top 101 to 130

3. Ranking Detailed ranking of the 130 companies (1/8)

Identification of 4 major Categories


eShopper Index ®





Overall ranking Brand HQ Category Before purchasing

performance

During purchasing

performance

After purchasing performance

Score (/100)

1 Zalando EUR Champion 85.13

2 Zappos USA Champion 84.33

3 Amazon USA Champion 82.19

4 Net A Porter EUR Champion 81.93

5 Gap USA Champion 80.40

6 Lacoste EUR Champion 79.99

7 Fab USA Champion 79.76

8 Nordstrom USA Champion 79.53

9 Marks & Spencer EUR Champion 78.53

10 Ralph Lauren USA Champion 77.80

11 Target USA Challenger 77.60

12 Sephora EUR Challenger 77.52

13 Kate Spade USA Challenger 77.23

14 Harrods EUR Challenger 76.76

15 Clinique USA Challenger 76.47

16 Sarenza EUR Challenger 76.19

17 Bloomingdale’s USA Challenger 75.74

18 John Lewis EUR Challenger 75.51

19 La Redoute EUR Challenger 75.49

20 Fnac EUR Challenger 74.99


eShopper Index ®


performance

During purchasing

performance


Score (/100)

21 Tory Burch USA Challenger 75.64

22 Clarins EUR Challenger 74.63

23 Auchan EUR Challenger 74.52

24 Adidas EUR Challenger 74.48

25 Sears USA Challenger 74.39

26 Asos EUR Challenger 73.89

27 H&M EUR Challenger 73.83

28 Wal-mart USA Challenger 73.76

29 Nike USA Challenger 73.66

30 Macy's USA Challenger 73.54

31 Barnes & Noble USA Challenger 73.48

32 Yoox EUR Challenger 73.41

33 Burberry EUR Challenger 73.27

34 Estée Lauder USA Challenger 73.24

35 Mytheresa EUR Challenger 73.20

36 Gilt USA Challenger 73.10

37 Levi's USA Challenger 72.98

38 Justfab USA Challenger 72.70

39 Chanel EUR Challenger 72.60

40 Hugo Boss EUR Challenger 72.50






eShopper Index ®


performance

During purchasing

performance


Score (/100)

41 Tesco EUR Challenger 72.29

42 Décathlon EUR Challenger 72.27

43 Createurs de Beaute EUR Challenger 72.21

44 Bruneau EUR Challenger 72.20

45 Bonobos USA Challenger 72.16

46 Yves Rocher EUR Challenger 72.11

47 Avon USA Challenger 71.54

48 Puma EUR Challenger 71.52

49 Selfridges EUR Challenger 71.26

50 Tiffany & Co. USA Challenger 71.05

51 Celio EUR Diligent 70.88

52 Mac USA Diligent 70.77

53 Marc Jacobs USA Diligent 70.39

54 Darty EUR Diligent 70.32

55 Thierry Mugler EUR Diligent 70.23

56 Zara EUR Diligent 70.03

57 Benefit Cosmetics USA Diligent 69.99

58 Louis Vuitton EUR Diligent 69.80

59 Coach USA Diligent 69.75

60 Eveil & Jeux EUR Diligent 69.40






eShopper Index ®


performance

During purchasing

performance


Score (/100)

61 Otto EUR Diligent 69.34

62 Farfetch USA Diligent 69.11

63 Nasty Gal USA Diligent 68.84

64 Toys”R”us USA Diligent 68.77

65 Calvin Klein USA Diligent 68.51

66 Apple USA Diligent 68.47

67 Saks Fifth Avenue USA Diligent 68.33

68 Shopbop USA Diligent 68.32

69 Reebok EUR Diligent 68.01

70 Tommy Hilfiger USA Diligent 67.99

71 L'Oréal Paris EUR Diligent 67.92

72 Best Buy USA Diligent 67.90

73 Pixmania EUR Diligent 67.81

74 Staples USA Diligent 67.46

75 Topshop EUR Diligent 66.78

76 Esprit EUR Diligent 66.33

77 American Apparel USA Diligent 65.92

78 Barneys USA Diligent 65.31

79 Costco USA Diligent 65.16

80 Vestiaire Collective EUR Diligent 65.10






eShopper Index ®


performance

During purchasing

performance


Score (/100)

81 Moda Operandi USA Diligent 64.76

82 Nocibe EUR Diligent 64.68

83 Michael Kors USA Diligent 64.54

84 Ruelala USA Diligent 64.42

85 Guerlain EUR Diligent 63.97

86 Baccarat EUR Diligent 63.93

87 Hermes EUR Diligent 63.88

88 Neiman Marcus USA Diligent 63.87

89 SFR EUR Diligent 63.46

90 DKNY USA Diligent 63.26

91 Next EUR Diligent 63.09

92 Longchamp EUR Diligent 63.07

93 Neutrogena USA Diligent 62.99

94 Gucci EUR Diligent 62.93

95 Marionnaud EUR Diligent 62.59

96 Dell USA Diligent 62.26

97 Argos EUR Diligent 62.17

98 J. Crew USA Diligent 61.92

99 Nine West USA Diligent 61.76

100 Carphone Warehouse EUR Diligent 61.75






eShopper Index ®


performance

During purchasing

performance


Score (/100)

101 Swarovski EUR Feeble 61.27

102 Lancome EUR Feeble 61.15

103 Office Depot USA Feeble 61.14

104 Very EUR Feeble 61.11

105 VentePrivee EUR Feeble 61.07

106 Quiksilver EUR Feeble 60.91

107 Carrefour EUR Feeble 60.81

108 Verizon USA Feeble 60.67

109 YSL EUR Feeble 60.55

110 Columbia USA Feeble 60.32

111 Nespresso EUR Feeble 60.24

112 Boulanger EUR Feeble 59.05

113 Sainsbury's EUR Feeble 58.46

114 Fresh USA Feeble 57.98

115 Safeway USA Feeble 57.65

116 Guess USA Feeble 57.08

117 Dior Parfums EUR Feeble 56.94

118 Homebase EUR Feeble 56.36

119 Giorgio Armani EUR Feeble 56.28

120 Bouygues Telecom EUR Feeble 56.06






eShopper Index ®


performance

During purchasing

performance


Score (/100)

121 Orange EUR Feeble 56.03

122 3 Suisses EUR Feeble 55.76

123 Dolce & Gabbana EUR Feeble 55.40

124 AT&T USA Feeble 55.11

125 Sprint USA Feeble 54.60

126 Prada EUR Feeble 53.51

127 Vodafone EUR Feeble 53.44

128 T-Mobile USA Feeble 51.15

129 Ikea EUR Feeble 50.04

130 O2 EUR Feeble 46.26






eShopper Index ®

3. Ranking OmniChannel Top 10

OmniChannel Top 10

1

2

3

4

5

6

7

8

9

10

!  80% are Retailers and 20% Brands

!  50% are American, 50% European

!  40% belong to the Fashion sector, 40% to the Consumer Electronics & Computer sector and 20% are Multi-sector


eShopper Index ®

3. Ranking Fashion Ranking

Fashion Ranking

1 12 23 34

2 13 24 35

3 14 25 36

4 15 26 37

5 16 27 38

6 17 28 39

7 18 29 40

8 19 30 41

9 20 31

10 21 32

11 22 33 10 fashion companies the eShopper Index Top 20

Among the Top 10 of the fashion companies:

!  60 % are Retailers and 40% are Brands

!  50% are American, 50% are European


eShopper Index ®

3. Ranking Perfumes & Cosmetics / Luxury Rankings

Perfumes & Cosmetics Ranking

1 11

2 12

3 13

4 14

5 15

6 16

7 17

8 18

9 19

10

Only 2 Perfumes & Cosmetics company in the eShopper Index Top 20

Among the Top 10 in the Perfumes & Cosmetics ranking:

!  The top 1st is a Retailer

!  90 % are Brands

!  60% are European, 40% American

Luxury Ranking

1 10

2 11

3 12

4 13

5 14

6 15

7 16

8 17

9 18 Only 1 Luxury company in the eShopper Index Top 20

The Top 3 players are British

Among the Top 10 companies in the Luxury ranking:

!  60 % are Brands, 40% Retailers

!  50% are European, 50% American


eShopper Index ®

3. Ranking Other sectors Rankings (1/2)

Telecom Ranking

1

2

3

4

5

6

7

8

9

10

Multi-Sector Ranking

1 8

2 9

3 10

4 11

5 12

6 13

7

Sport Ranking

1

2

3

4

5

6

7


eShopper Index ®

3. Ranking Other sectors Rankings (2/2)

Food & Beverage Ranking

1

2

3

4

5

6

Office Supply Ranking

1

2

3

Cultural goods & Kids Ranking

1

2

3

Furnitures & Design Ranking

1

2

3

s Consumer ElectronicS & Computer Ranking

1

2

3

4

5

6

7


eShopper Index ®

Table of contents





eShopper Index ®

4. Best practices


eShopper Index ®

Table of contents





eShopper Index ®

The subscription to the eShopper Index includes a full report and a deep dive analysis of your E-Commerce ecosystem in comparison with competitors or comparables

5. Why subscribe to the eShopper Index?


eShopper Index ®

5. Why subscribe to the eShopper Index? What is a full report?

"  A comprehensive document of 250 pages that covers the 13 sub-steps of the eShopper journey:

!  Rankings (Overall, before purchase, during purchase, after purchase)

!  Over 50 charts and 300 key figures

!  Recommendations on the “Basics", the "Differentiators" and "Goodies" for each sub-step

!  Over 100 detailed descriptions of best and worst practices with pictures


eShopper Index ®

5. Why subscribe to the eShopper Index? What is a deep dive analysis?

"  A full audit of the E-Commerce performance of your company:

!  Through each sub-step of the eShopper journey

!  Comparing you with direct competitors or comparables

!  Cross-examining your datas against the average of all other players analyzed

"  Differentiating elements and best practices to improve the performance of your E-Commerce ecosystem

!  On each sub-step of the eShopper journey

!  Based on best practices of competitors across all other sectors

"  Final customized and prioritized operational recommendations that can be implemented in order to update your roadmap


eShopper Index ®

5. Why subscribe to the eShopper Index? Testimonials from the 2013 European edition

« The best functional report and analysis I have seen since I am at Sephora (2007) » Eric Goguey, Head of E-Commerce, Sephora Europe

« This study provided us with a benchmark on several key issues such as visibility on search engines, website usability and customer service, with a clear user-oriented approach. It allowed us to identify best practices of companies not only from our sector but also from other industries. These analysis are richer than the ones we usually implement in our direct or indirect competitive landscape » Lydie Sedillière, Head of Marketing


eShopper Index ®

Contacts

PARIS OFFICE Christophe Biget Partner +33 1 70 08 06 60 [email protected] 7/11 rue de l’Yvette 75016 Paris

SAN FRANCISCO OFFICE Aurelia Ammour Partner +1 (415) 315-9654 [email protected] 1714 Lombard Street San Francisco CA 94123

www.iventures-consulting.com/eshopper-index

2014 eshopper index: excerpt

Business

consumer electronics

smooth eshopper

eshopper journey

perfumes amp

food amp

furnitures

eshopper index

eshopper index