Is Amazon, which will stop delivering its own packages in Quebec and close its seven warehouses in the province, really a must when it comes to shopping? No fewer than 49 retailers, including Quebec-based Simons, Kaseme, Mia Bijoux and Latulippe, offer a better online shopping experience according to a Léger survey.
Published at 6:00 a.m.
After surveying the mood of customers who go there to shop, Léger is publishing this Thursday the pan-Canadian results of its Digital Wow study, based on the online purchasing experience of 24,000 respondents on 298 retailer sites. Data collection was carried out from October 15 to December 9, 2024. Léger has thus established a ranking of the most pleasant and effective online experiences. In addition to Simons, Kaseme, Mia Bijoux and Latulippe, retailers Lego, MAC, SAQ, Nike, Chewy, Shop Santé, Aerie and MesBobettes have carved out a place among the best performers with a Wow index of 90 and above.
The web giant Amazon comes far behind in 50e position with a score of 81.7. “With their search engine, their opinions, delivery, they are very strong on several levels,” recognized Hélène Crépin, senior vice-president of strategy and consumption at Léger, during an interview with The Press by videoconference. On the other hand, they are less strong on aesthetics and brand image. Basically, what consumers tell us is that the site is not very beautiful. It’s not pretty, but it’s effective. »
The American company’s decision to stop delivering items ordered by consumers to their doorstep could have an effect on the overall experience of people shopping on the site, believes Mme Crepin. Everything will depend on the efficiency of the third parties who will take care of the delivery service.
“For next year, it could really impact them. It is certain that a company will receive a more negative evaluation if it delivers late. »
For their part, the “favorite” retailers of consumers who shop online clearly stand out by offering a personalization of the experience, particularly with more targeted promotions, observes Hélène Crépin.
“In the case of Simons, there is a lot of personalization. We offer a way of life, a lifestyle with inspiring images. » The site also focuses on sales, brands and the latest looks.
-Aware that competition is fierce, particularly with Amazon, Yannick Vial, senior vice-president and head of digital development and unified commerce at Simons, nevertheless believes that the Quebec retailer, which finds itself at the top of the ranking, is doing well from game.
“Competition is indeed global, but our figures show that we are on the right track with a stable proportion of online sales and in-store sales for several years,” he said in an email sent to The Press. The attraction for this hybrid purchasing experience among our customers is real. Currently, online sales represent approximately one third of our total sales. Regarding the industry as a whole, it is no longer necessary today to demonstrate the importance of digital – what really matters is its harmonious development with established stores, because the physical experience remains essential for many consumers in the country. »
Better experience, fewer visits
Furthermore, according to the Wow digital study, while companies all improved the browsing experience compared to the previous year, most sites received fewer visits on average. “Is it because people returned to the store? It could be a hypothesis, replies Mme Crepin. Is it also because companies have further diversified the way they communicate with consumers? »
“We don’t have the exact answer,” said M.me Crepin. But what this tells us is that a company that uses different ways to communicate with its targets is a winner. »
Amazon, a must-have
Despite the energy and effort deployed by many retailers in their web experience, Amazon remains a must, says digital media specialist Bruno Guglielminetti, also host of the podcast My notebook. “Amazon, with its years of experience and its presence across the planet, has developed expertise in customer experience. Amazon is like a big shopping center. We go there and we know we’re going to find what we want. »
“That’s what they do for a living, selling online,” he adds. So, they go out and find the best, they work with the best, they have huge research and development centers to see how people are evolving in their purchases. It would take a nasty catastrophe or a nasty scandal for them to lose their place. We always come back to the customer experience: it is good, it is there. »
