Even the best online retailers could deliver a better customer experience according to new research.
The research by Blast Radius analysed the top 28 UK online retailers according to traffic volume, grading their performance in the run up to Christmas. The researchers purchased a single item from each of the sites, and then tried to return the product once it had been received.
“The study results show that investment by online retailers tends to focus on what they care about most, securing the sale," said Lee Feldman, Blast Radius’ Chief Creative Officer.