01/08/2009
By Scott Thompson
Many UK retailers are neglecting to include added-value content and features on their websites, according to a new study from dotCommerce.
Hitting The Checkout, whichassessed20 of the leading UK-based retailers, highlights that while most have the basics of e-commerce covered, the majority are failing to embrace the rise of Web 2.0 content, such as blogs, videos and user-generated content, or demonstrate integration with marketing tools, such as email and social media links.
Each site was evaluated against 26 criteria within seven categories - site content, design, product search, product page, marketing, checkout and after sale - with each retailer awarded a total score out of 100. Marks and Spencer (82 per cent) and John Lewis (78 per cent) topped the eCommerce League Table. However, health and beauty retailers fared badly, with Virgin Vie At Home (62 per cent), The Fragrance Shop (56 per cent) and Avon (54 per cent) languishing at the bottom.
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