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For eBusiness & Channel Strategy Professionals

Website Functionality Benchmark: Australian Apparel Retailers

Forrester Applies Its Website Functionality Benchmark Methodology To The Websites Of Five Australian Apparel Retailers

March 14, 2012

By Steven Noble with Zia Daniell Wigder, Patti Freeman Evans, Douglas Roberge, Lily Varon

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Why Read This Report

In Australia, apparel retailers face incredibly challenging conditions, not helped by the emphasis that global online retailers from other countries are placing on this market. To test whether online retailers in Australia have the functions required to effectively compete, Forrester studied Birdsnest, EziBuy, Myer, Sportsgirl, and Supré using its Website Functionality Benchmark method. None of the five tested online retailers received passing scores, showing significant shortcomings in every area from customer service to multichannel strategy. However, there were some welcome bright spots, and Australian retailers have the opportunity to compete internationally if they maintain their momentum.
Tags: Apparel, B2C eCommerce, Benchmarks, Brand & Product Web Sites, Customer Experience Management, eCommerce, Interactive Marketing Strategy and Process, Marketing & Strategy, Merchandising, Multichannel Retail, Retail, Web Design & Usability, Web Design Standards

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TABLE OF CONTENTS

  • Forrester's Website Functionality Benchmark Methodology
  • Highpoints In The Review Were Few And Far Between
  • Australian Online Apparel Retailers Have Room For Improvement

  • RECOMMENDATIONS

    In A Global Economy, Australian Retailers Must Learn To Compete
  • Related Research Documents
 
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