Retailers Slow to Invest in Online Customer Experience, According to RSR Research

A new benchmark report from RSR Research, sponsored in part by Gomez, Inc., a leading provider of web application experience management services, finds that retailers are holding back on investing in improving consumers' online shopping experience.
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LEXINGTON, Mass. -- A new benchmark report from RSR Research, sponsored in part by Gomez, Inc., a leading provider of web application experience management services, finds that retailers are holding back on investing in improving consumers' online shopping experience.

The report, entitled "Playing Well with Others: eCommerce's Evolving Role in the Customer Experience" also found that retailers are cautiously exploring next generation eCommerce Web 2.0 technologies. The report's co-authors, analysts Nikki Baird and Steve Rowen, urge retailers to understand the impact of these technologies on the customer experience.

"Today, retailers can no longer assume that their sites are able to easily handle increased holiday volume or that customers will stick around to wait for a web page to load," said Nikki Baird, Managing Partner at RSR Research. "Delivering quality web experiences while using advanced web technologies is now a competitive necessity."

The report recommends that "strategic opportunities exist within enhanced personalization, search, merchandising, and cross-channel tie-in solutions," but also cautions retailers about their potential pitfalls.

"Bear in mind that adding new features or tools (especially those using web 2.0 technologies or delivered via third parties) can impact the performance of both the website and customers' online experiences. Retailers looking to ensure that all users have the optimal experience, regardless of location, connection or browser, should therefore test and monitor their own site performance and benchmark against their competitors and industry leaders," said Steve Rowen, RSR Research partner/analyst.

"Given that the holiday season is just around the corner and that online retail has been forecast as the one bright spot in our gloomy economy, now really is the time to commit to the web experience," said Matthew Poepsel, Gomez's VP of performance strategies. "With services like the Gomez ExperienceFirst platform available to help ready sites for the holiday rush and monitor them throughout the season, etailers can confidently deploy high impact, rich, Web 2.0-enabled shopping features such as product reviews, multiple views and zoom. It's a race to secure the sale: only by delivering quality web experiences will shopping carts get filled and checked out."

The full report can be found at: http://www.retailsystemsresearch.com/_document/summary/636

Webinar

Gomez and RSR Research partner/analyst Steven Rowen will co-present a webinar entitled "Winning eCommerce Strategies: Best Practices for Delivering Web 2.0 Customer Experiences" on Wednesday, September 10 at 11:00 a.m. EDT. To register go to https://www1.gotomeeting.com/register/714079339

About Retail Systems Research
Retail Systems Research ("RSR") is the only research company run by retailers for the retail industry. RSR provides insight into business and technology challenges facing the extended retail industry, and thought leadership and advice on navigating these challenges for specific companies and the industry at large. To learn more about RSR, visit http://www.rsrresearch.com/.

About Gomez
Gomez, Inc. is a leading provider of web application experience management services, which businesses use to test their web applications while in development and to monitor their web applications after deployment. More than 2,000 customers use Gomez's on-demand services to improve the quality of the web experience in order to increase their revenue from web applications, reduce their operating costs, and extend their brand reputations. For more information, please visit http://www.gomez.com/.

Gomez and gomez.com are registered service marks and ExperienceFirst is a service mark of Gomez, Inc. All other trademarks and service marks are the property of their respective owners.

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