Trends Report

Website Functionality Benchmark: Australian Apparel Retailers

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

March 14th, 2012
Steven Noble, null
Steven Noble
With contributors:
Lily Varon , Zia Daniell Wigder , Patti Freeman Evans , Douglas Roberge

Summary

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.

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