In an analysis of four touchpoints — online, in-store, call center and mobile — retailers could score up to 280 points, and those surveyed had a combined average of 177 points with Best Buy achieving a perfect score. Other findings highlighted in a detailed report on the survey include:
- 92 percent of retailers enabled social sharing in their web stores — up from 88 percent in 2011.
- 79 percent of retailers offered the same marketing promotion across all touchpoints in 2012 – up from 65 percent in 2011.
- 72 percent of retailers offered ratings and reviews in their web stores — a 39 percent rise year over year.
Each retailer was evaluated via a mystery shopping approach. A variety of criteria were used, including consistency of pricing and promotions, access to customer profile information, merchandising, and, to the extent possible, overall parity of experience between touchpoints.
Click here to download the results.