NEW YORK--(BUSINESS WIRE)--Online research platform SoundingBox releases new data on 20 top online retailers today. Online retailers are drowning in data generated by their own websites but have little insight into how people experience competitors, and little insight into how people feel in the moment of interaction. SoundingBox aims to change this with a multidimensional model of consumer experience that combines instant replays of activity with how people feel about the brands and products while they interact. SoundingBox subscribers can explore their own data alongside competitors to uncover what drives good experience.
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While most online retailers score similarly for usability, there is wide variation among sites on how they compare for less tangible aspects of experience, such as engagement that transcends time, striking the right emotional chord, or being perceived as providing a long-term value. IKEA and Whole Foods are standouts among the set.
On IKEA’s site, customers felt a strong emotional connection to the brand. This wasn't tied to usability. Instead the site fostered creativity in ways that significantly surpassed other sites. It’s an indicator of the future of retail where inspiration becomes a product attribute and driver of sales. Similarly, with a significantly higher engagement score than peers, the Whole Foods site was seen as more than just a way to make healthy purchases, but also as a way to participate in a culture of health and well-being. “SoundingBox aims to enhance the data retailers have by revealing which aspects of an experience matter most to people, regardless of what site they’re on,” said SoundingBox CEO and co-founder Pamela Pavliscak, an expert on user experience research.
The 2017 SoundingBox Retail Index includes the following sites: Amazon, Apple, Barnes & Noble, Best Buy, Costco, CVS, Dell, eBay, Gap, Home Depot, IKEA, Lowes, Nordstrom, PetSmart, Staples, Starbucks, Target, Walgreens, Walmart, and Whole Foods.