Executive Briefings

FootLocker, Urban Outfitters Rank Worst in E-Commerce

To uncover which retailers have the best customer experience and which are lacking, consumer-opinion analyst Aspectiva examined the reviews of over 40 of the most popular e-commerce sites. Through the use of new AI technology, Aspectiva examined over 75,000 individual reviews, averaging over 1,800 reviews per site.

While Barnes & Noble, Gap and Wayfair took the top spots thanks to an abundance of positive reviews that focused on “fast service,” “prices,” and “easiness,” the retailers at the bottom of the ranking received a proportion of negative review for "prices," "customer service," and "damaged or missing items."

Here’s a quick look at the five retailers that scored the lowest and why:

Urban Outfitters. Over 190 reviews were examined for the apparel and accessories retailer. Urban Outfitters scored the lowest in customer service, with 12 percent of the reviews examined categorized as positive. All was not negative for the retailer, however, as 83 percent of reviews were positive for its products, signifying that although the overall consumer experience was negative shoppers were still satisfied with their purchases. Positive Reviews: 34 percent.

Rakuten. The online retailer sells electronics, beauty, books, toys and more, and according to Aspectiva, the overall customer experience is "bad" - and the numbers back it up. The retailer did not receive one positive review for experience, and 9 percent of the customer service reviews were deemed positive. More than 90 percent of the reviews for pricing, however, were categorized as positive. Positive Reviews: 33 percent.

FootLocker. The athletic footwear and apparel retailer is often praised for its innovative use of mobile technology, but few - 33 percent - reviews in the customer service category were deemed positive, with a slightly more encouraging 38 percent of reviews view as such for customer experience. Positive Reviews: 33 percent.

Read Full Article

While Barnes & Noble, Gap and Wayfair took the top spots thanks to an abundance of positive reviews that focused on “fast service,” “prices,” and “easiness,” the retailers at the bottom of the ranking received a proportion of negative review for "prices," "customer service," and "damaged or missing items."

Here’s a quick look at the five retailers that scored the lowest and why:

Urban Outfitters. Over 190 reviews were examined for the apparel and accessories retailer. Urban Outfitters scored the lowest in customer service, with 12 percent of the reviews examined categorized as positive. All was not negative for the retailer, however, as 83 percent of reviews were positive for its products, signifying that although the overall consumer experience was negative shoppers were still satisfied with their purchases. Positive Reviews: 34 percent.

Rakuten. The online retailer sells electronics, beauty, books, toys and more, and according to Aspectiva, the overall customer experience is "bad" - and the numbers back it up. The retailer did not receive one positive review for experience, and 9 percent of the customer service reviews were deemed positive. More than 90 percent of the reviews for pricing, however, were categorized as positive. Positive Reviews: 33 percent.

FootLocker. The athletic footwear and apparel retailer is often praised for its innovative use of mobile technology, but few - 33 percent - reviews in the customer service category were deemed positive, with a slightly more encouraging 38 percent of reviews view as such for customer experience. Positive Reviews: 33 percent.

Read Full Article