STORES Magazine - February 2009 - (Page 14)

trEnDS foot-long business with ads claiming that its oven-baked sandwiches are preferred by two-thirds of taste testers in a national study. Evan Fry, vice president and creative director for Crispin Porter + Bogusky, the agency that created the Domino’s and Burger King campaigns, acknowledged concerns that the consumer could develop taste-test fatigue in an interview with Ad Age. Still, he said, “it’s smart to remember that we may all be watching our pennies a lot more, but the thing that no one wants to skimp on is taste.” Online Retail Satisfaction It’s getting tougher and tougher to please online shoppers. Just when you think you’ve won them over with some new personalization feature, the debut of online reviews or the ability to see precise details in product images, a competitor ups the ante. The latest iteration of the Top 40 Online Retail Satisfaction Index, based on shoppers’ holiday online shopping experiences, indicates mixed results, even for some of the most well-regarded etailers. Only Amazon and Netflix scored above 80 (the threshold for excellence) on the study’s 100-point scale. was the only Top 5 e-retailer to see its score improve (from 82 to 84). Only a quarter of the measured websites improved online shopper satisfaction since last holiday season; nearly 40 percent declined. Among the most improved websites were Wal-Mart, HP, Staples and, while the biggest declines were for Home Shopping Network ( and The findings suggest that a highly satisfied online shopper is 73 percent more likely to make a purchase online, 38 percent more likely to purchase offline and 75 percent more likely to recommend the site than a dissatisfied shopper. 14 STORES / FEBRUARY 2009

Table of Contents for the Digital Edition of STORES Magazine - February 2009

STORES Magazine - February 2009
Executive Editor's Page
President's Page
Are You a Pusher or a Puller?
What Shoppers Think
Online Retail Satisfaction
10 Things You May Have Missed
Numbers Worth Counting
Full Price/Markdown
Retail People
Cover Story - Something’s Got to Give
First Look
Online Partners
Inventory Systems
Drug Store Systems
Business Intelligence
Inventory Managment
Online Marketing
Supply Chain - Better Data, Better Decisions
Returns Management - Identifying Fraud
Data Security - Securing Intimate Data
Anti-Shoplifting - Mall of Shame?
Risk Management - Securing Consumer Confidence
Loeb Retail letter
ARTS Update
Point of View
NRF News
Retail Crossword
Retail Industry Calendar
End Cap

STORES Magazine - February 2009