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Website Functionality Benchmark 2012: US Online Grocers

Forrester Applies Its Website Functionality Benchmark To The Sites Of Four US Online Grocery Stores

July 26, 2012

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  • By Patti Freeman Evans
  • with Douglas Roberge,
  • Sucharita Mulpuru,
  • Michael Munsell

Why Read This Report

Forrester evaluated the grocery websites of the four most frequently used online grocers based on Forrester Consumer Technographics® data — AmazonFresh, FreshDirect, Peapod, and Safeway — using our Website Functionality Benchmark methodology. The results: AmazonFresh and Peapod led the pack. While each site had its own successes, the overall functionality experiences across the four online grocers earned mediocre scores. This document will give a detailed overview of the Website Functionality Benchmark (WFB) of site successes and failures with recommendations on how to improve overall site performance, specifically the features and functionality that Forrester's Consumer Technographics data indicates are most critical to online grocery buyers.

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Table of Contents

  • Forrester's Website Functionality Benchmark Methodology
  • Efficiency Of Order Process Overrides Most Other Functionality

  • Execute On The Basics; Improve Merchandising And Customer Support
  • Supplemental Material
  • Related Research Documents

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