Online retailers rated on customer satisfaction

Pure-play online retailers scored more highly on customer satisfaction than the web counterparts of traditional high-street brands over the Christmas shopping period.

A survey of 10,500 consumers on the top 30 retail websites in the UK, conducted by online satisfaction measurement specialist ForeSee results, revealed non-high-street retailers occupy six of the top 10 places in terms of satisfaction rating out of 100. The top traditional brand in the survey, HMV came fourth, behind Play.com, Amazon UK and QVC UK.

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Bringing up the rear were high street stalwarts B&Q, Comet UK, Currys, PC World and WHSmith.

ForeSee Results CEO Larry Reed said: "[The bottom retailers] are failing to satisfy shoppers, eroding loyalty and are missing a tremendous opportunity to improve their bottom line."

The results suggest it is retailers with a primary focus on the internet as a channel to market that took the most advantage of the sharp rise in buying over the internet for Christmas.

Customer satisfaction is likely to have a number of beneficial effects, according to ForeSee. Satisfied customers are more likely to return next year and more likely to buy similar merchandise throughout the year.

Customers are also more likely to recommend the site to others as a good place to shop.