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Retailers nab top spots in UK's Top Ten Digital Leaders report

A new BearingPoint study - Digital Leaders Study 2019 - ranking UK companies for their digital maturity, showcases AmazonAsosAO.comArgos and Tesco as leaders in this space.

Compared to other sectors, UK retail placed second for digital maturity and also excelled in eCommerce and social media, although it is neglecting digital marketing. Specifically, affiliate marketing is under-used and also SEO and PPC. 

BearingPoint analysed 593 companies across eight countries (74 companies spanning ten different industry sectors in the UK). The research is based on more than 250 best practice criteria in six areas – digital marketing, digital product experience, eCommerce, e-CRM, mobile and social media.

Sainsbury’s achieved the highest eCommerce score (3.9) in the sector, fractionally above AO.com, and closely followed by House of Fraser

Across the retail sector, however, customer service is an area of weakness, particularly in terms of live-chat support and e-mail responses from contact centres. “Website integration also scores poorly in the industry, specifically the alignment of the CRM process with the website to provide ease of access and use,” says Stuart Higgins, partner at BearingPoint.

“We also found that the retail industry lacked a standard of consumer-company contact from within apps and on mobile sites. This is not a case of the support not being available, rather it is not being displayed or advertised correctly. This is an issue with platform management and highlights the lack of utilisation of mobile as a dimension.”

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