Balenciaga and Fendi have topped the online purchasing experience performance ranking in the year 2016, substantiated by ContactLab, leaders in solutions for customer engagement. With a focus on luxury brands, the research firm set about creating an online exercise of buying and returning products from 31 mono-brand websites and five multi-brand retailers.
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In the report, Saint Laurent got 3rd position, Cartier stood at 8th, Louis Vuitton at 17 and Hugo Boss at 31 lost ground, compared to the last online performance report issued in 2015 for Milan. Burberry at 13 and Prada at 27 were the only two ‘megabrands’ to improve, mentioned the report’s authors, while Gucci remained stable on the 16th rank. Chanel and Coach both stood at 4th. NAP ranked 6th on the list, compared to Saks at 13th, Nordstrom at 18th, Barney’s at 26th, and Bergdorf Goodman at 35th. Overall, ContactLab praised Kering for its online shopping performance in New York.
To formulate the ranking, ContactLab took into consideration a brand’s digital touch points, response strategy to abandoned carts, customer service assistance levels, ordering layout, purchasing and returns communications, physical touch points, packaging, and delivery, among other categories. The firm said luxury e-commerce accounted for nearly all of the market’s growth in 2016, with market share set to double to 15 per cent in 2020.
