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customers’ expectations change with the nature of goods they purchase

London 10th July 2012 – with the delivery service often at the core of the satisfaction and loyalty for any website, clearly, customers’ expectations change with the nature of goods they purchase...
Digital experience and customer knowledge specialist Yuseo delivers the second leg of its recent study comparing the feedback from 24,000 internet shoppers on their online experience across two different sectors, namely the ‘Food & grocery’ and the ‘General retail’. Keen to monitor digital behaviours changes and trends, the results pinpoint, from a customer perspective, the items that made a difference in terms of Services for each retailer when purchasing last with them, especially regarding the order collection.

Services expectations when shopping online

The 24.000 e-consumers involved have clearly expressed the 2 « must-have » as a service when buying online: ‘Quality of the customer service’ and ‘Availability of the products or easiness to replace them’.
However, some differences appear when comparing the “Food and Grocery” and “General retail”.
When purchasing Food online, the shoppers expect a high standard delivery service with “flexible delivery hours” on top of the list (for 72% of the respondents), with the “quality of the delivery service” pinpointed by 43% of them closely followed by “lower delivery cost” selected by 41%. Surprisingly, the “click and collect” service is only selected 10% of the respondents.
When focusing on the “General retail” online experience, feedbacks underline a strong expectation for the “click and collect” service in 3rd position for 49 % of the respondents, the “lower delivery costs” being closely behind for 47 % of them. Logically, the “flexibility of delivery hours” is only pinpointed by 27 % of the respondents.

Retailers’ performance on the services for online shopping

To be more specific, YUSEO gathered, for the largest retailers, feedbacks from their own “web” clients on their perception of the main services proposed to shop online.

Food & Grocery

Each of the main retailers (Asda, Ocado, Sainsbury’s, Tesco, Waitrose) is well perceived on the ‘flexibility of delivery hours’. However, Waitrose is slightly behind on this topic selected by “only” 56% of its clients as a strong feature to describe the company. On the other hand, Waitrose is acknowledged for the quality of its customer service by 69% of its clients as well as the quality of its delivery service appreciated by 58% of them. Ocado is strong on the same topics with 63% of its clients praising the quality of its customer service and 58% its delivery service.

51 % of Tesco’s clients pinpoint its loyalty program as a major asset in terms of service. However, when Tesco’s online customers have to select other key values, the customer service quality is “only” acknowledged by 38% of them, behind the other retailers. Asda’s clients acclaim its ‘lower delivery cost’ (58% of them) and the products availability (a major asset for 54% of them).

General Retail
John Lewis leaves little room for questioning when 88% of its clients appreciate the quality of its customer service. As a direct consequence, on the other items, the retailer is “within” the pack with its main competitors. M&S clients’ are also keen to acknowledge the quality of the customer service (78% of them) as well as the ‘different possibilities to collect an order’ (selected by 66% of the clients, delivery or click & collect).
Amazon is clearly on top for ‘products availability’ (for 70% of its clients) and the “low level” of the delivery costs (84%). On the other hand the ‘flexibility of delivery hours’ (17%) is not really a topic the clients consider as an asset. 77% of Argos clients appreciate the flexibility to receive or retrieve an order. Littlewoods is acknowledged for the ‘flexible and multiple payment options’ by 78% of its clients as well as the ‘flexibility of delivery hours’ for 36% of them.
Finally, Tesco Direct’s ‘loyalty program’ is a major asset for 45% of its clients as well as the ‘flexibility of delivery hours’.

YUSEO’s UX competitive benchmark enables to pinpoint the items mostly impacting the attractiveness, satisfaction and image of a web site. Visit the ePerformance Observatory to find out more about the studies, the methodology and the key insights.
For any additional details contact us on 0207 903 5102 - Julie Mallet (
The study took place between January 15th and March 25th 2012

Yuseo– specialist in digital behavioural analysis – Where Usability and utility meet Marketing
Leader in France in the digital User Experience surveys, Yuseo has dedicated itself for 11 years in managing customer behavioural studies to deliver hands-on recommendations on different interfaces (Internet, Tablets, Software, Cell Phones …) in projects with significant international exposure (Europe, USA, Japan, China). Awarded in the DELOITTE EMEA «Technology Fast 500», Yuseo offers a unique positioning based on its proprietary online behavioural analysis tools (WebBehave and Yuscard) developed by its in house R&D team to deliver a relevant and actionable measure of the customer experience. Introduced in 2005, such qualified and quantitative measure of the online customer journeys enables to prioritise the drawbacks directly impacting the satisfaction, image and attractiveness of the site.

This press release was distributed by ResponseSource Press Release Wire on behalf of Yuseo in the following categories: Consumer Technology, Food & Drink, Business & Finance, Media & Marketing, Retail & Fashion, for more information visit