Study: More Luxury Shoppers Use Mobile
January 17, 2013
According to a survey of more than 3,500 luxury shoppers, more luxury brand shoppers (36 percent) are using mobile than non-luxury brand shoppers (25 percent) to research products, compare products or prices, purchase product or use a company's mobile app. These findings from the Luxury E-Retail Satisfaction Index, which was released by customer experience analytics firm ForeSee, also showed that luxury shoppers are slightly less satisfied with e-commerce overall. Luxury brands have an aggregate score of 77 on the study's 100-point scale, falling just short of the average score of the top 100 online retailers overall (78).
Coach and Tiffany & Co. lead the Index, tied with 80, which is generally considered the threshold for excellence. Saks and Nordstrom tied for second at 79, still well above the Luxury Index aggregate of 77. Brooks Brothers (76) is at the bottom of the measured luxury brands, but still close to the aggregate. Subscription and flash sale sites Rue La La (73) and Gilt (72) round out the bottom of the Index, due to the registration or subscriptions required to see the content of the site.
Non-luxury retailer Amazon registered a score of 88 in a similar study, meaning even the best luxury sites are still not measuring up to the very best online experiences. "Luxury retailers have some catching up to do with mainstream retailers in terms of measuring the customer experience across all channels and using that data and analysis to impact strategic, tactical and operational decision-making at the highest level," said Larry Freed, author of the study, and president and CEO of ForeSee.
The full report can be downloaded at www.foresee.com.