Gap.com Declines Significantly in Foresee E-Retail Satisfaction Index

| December 29, 2011

Gap Store

Gap Store

Foresee’s latest e-retail satisfaction index describes an overall increase in satisfaction with online shopping during the holidays. Unfortunately for some, the case does not apply to them, specifically Gap, which saw its online satisfaction index drop precipitously from its position during the same season last year.

Satisfaction over time depicts the performance of the top 40 e-retailers since 2005, and in aggregate, those numbers have seen an increase from 2005′s index of 74 to 2011′s index of 79. This trend is not indicative of individual performance, particularly in the case of Gap, whose 2011 index plummeted 5 index points, second only to the worst performing e-retailer of the year, Netflix.

Foresee intimates that losing ground over time could signal a worrisome trend for e-retailers such as Gap. Ideally, as e-retailers learn more about their customers year over year, they would be making note of specific, actionable points of improvement and addressing them over the course of the year so as to deliver a much better experience during the next holiday season. Evidently, this exercise is lost on Gap as they failed not only to deliver improvement from the year before, but in actuality also managed to damage their reputation among those surveyed.

Fashion shoppers on aggregate valued improved merchandise and content over price, according to Foresee. It appears that Amazon, Avon, JC Penney, QVC and Apple got the message while Overstock and Gap clearly did not. How important is customer satisfaction? Foresee notes that, on average, a one-point change in website satisfaction is predicted to result in a 14% uptick in web originated revenues.

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Category: Fashion

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