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For eBusiness & Channel Strategy Professionals

Website Functionality Benchmark 2010: European Apparel Multichannel Retailers

Forrester Applies Its Website Functionality Benchmark Methodology To The Sites Of Five Top Apparel Brands

February 08, 2011

By Andrea Carini, Patti Freeman Evans with Benjamin Zeidler, Douglas Roberge

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Why Read This Report

Forrester evaluated the transactional websites of five European apparel retailers — Zara, H&M, Promod, Miss Sixty, and Topshop — using our Website Functionality Benchmark methodology. The results: Zara led the pack, but the overall functionality experiences across the retailers earned poor scores as no retailer passed the test. Apparel retailers should support users with more efficient service content and functionality including ratings and reviews.
Tags: Apparel, Benchmarks, Best of the Web, Brand & Product Web Sites, Consumer Retail & CPG, Customer Experience Management, eCommerce, Interactive Marketing Strategy and Process, Marketing & Strategy, Multichannel Retail, Retail, Web Design & Usability, Web Design Standards
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TABLE OF CONTENTS

  • Forrester's Website Functionality Benchmark Methodology
  • European Apparel Websites' Functionality Is A Mixed Bag
  • Deep Diving Into The Results Uncovers Pockets Of Excellence

  • RECOMMENDATIONS

    Apparel Retailers Have Room For Improvements
  • Supplemental Material
  • Related Research Documents

TOOLS & TEMPLATES

  • Best Practice Assessments:

    Forrester's Website Functionality Benchmark Criteria

  • Best Practice Assessments:

    Results From Website Functionality Benchmark Of Five European Fashion Retailers

 
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