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1、Europe2022BrandIndexRXBEU22RPin partnership May 2022 3 2022 ,distributed by InternetR Welcome to the RetailX Brand Index 2022.This report comes as retail has moved on from the restrictions of Covid-19 lockdowns,only immediately to face new challenges as a result of Russias invasion of Ukraine.Both a

2、re now having knock-on effects for the cost of living as prices,especially those of energy,climb sharply,which is likely to deter shoppers from buying.When they do buy,they will choose carefully,so brands will have to work hard to ensure that their customers continue to buy from them.Ensuring this l

3、oyalty means offering the kind of seamless service across channels that meets expectations,while many customers will continue to prioritise the sustainability of the products they buy,as well as the ways in which they are packaged and delivered.This report names the largest 500 brands that sell to c

4、ustomers in the 32 markets of the EU,EEA plus the UK and Switzerland.They are ranked in an index that is based on footprint size as well as their performance through six Performance Dimensions The Customer,Engagement,Merchandising,Mobile&Cross-channel,Operations&Logistics,and Strategy&Innovation.A s

5、eries of research-led features,illustrated by easy-to-read RetailX graphics,explores the tools and retail strategies that brands use across their business,before naming the brands that stand out in each Dimension.We explore the wider context through our strategic overview,then focus on how brands no

6、w engage with shoppers,as well as how shoppers expect to engage with brands.In a series of examples,we look at how leading brands that include Disney,Pandora,Lascana,Givenchy and The Body Shop approach multichannel retailing in practice.The Brand Index 2022 is designed to enable brands of all sizes

7、to see how they measure up to the performance of leading brands that sell in some of the worlds largest markets,as well as to understand and learn from what works for market leaders.We hope you find it useful.Ian Jindal,chief executive,RetailX INTRODUCTIONFROM THE EDITOR-IN-CHIEF 2022 ,distributed b

8、y InternetR 4 May 2022OUR METRICSOUR METRICS0.FOOTPRINT:UK retail turnover,ecommerce turnover,web reach and store estate of brands give the heft and a preliminary rank.Wethen modify and weight that analysis through consideration of the following Dimensions:1.STRATEGY&INNOVATION:the extent to which t

9、he brand is adapting for growth,international commerce and customer responsiveness2.THE CUSTOMER:measuring the experience from the customers point of view3.OPERATIONS&LOGISTICS:delivery,returns,collections4.MERCHANDISING:displaying and describing products5.ENGAGEMENT:making their brands familiar to

10、the customer and connecting with them6.MOBILE&CROSS-CHANNEL:beyond single ecommerce or store channelsPERFORMANCE CLUSTERS Weve ranked the Europe Brand Index 500 in statistically similar groups.Elite retailers have performed at an exceptional level across all Dimensions,statistically separate from th

11、e subsequent clusters.In 2022,these are Claires,H&M,LOccitane,Marks&Spencer and Tripp.Our congratulations to all.Top50 retailers bring us to the 50-retailer point and represent the current standard of UK best practice in ecommerce and multichannel retailing,exemplifying RetailCraft at its best.Betwe

12、en the Top100 and the Top500,retailers are grouped to express their measured performance in a way that goes beyond their variation in size,reach and turnover.Throughout 2022,we will be continuing our testing and measurement of the whole group,with our findings contributing to the 2023 ranking.OUR ME

13、TRICSOur research covered seven Performance DimensionsJUDGEMENTOur current system started with what was then called the IRUK Top500 in 2015.Since then,research methods and metrics have developed steadily.The criteria regarded as cutting edge this year will necessarily differ from those of last year,

14、since innovations move into the mainstream.KNOWLEDGE PARTNERSWe thank BuiltWith for tracking the Top500 websites and providing information on the software used,such as ecommerce platform and payment methods,and SimilarWeb for sharing data on the visits and interaction that Top500 websites receive.EL

15、ITE RETAILERSCongratulations once more to the RetailX Top500 Elite retailers for 2022:Claires,H&M,LOccitane,Marks&Spencer and Tripp.Ian Jindal,Editor-in-Chief May 2022 5 2022 ,distributed by InternetR CONTENTSAbout the Top500,in graphics 06Measuring performance,in graphics 07Europes biggest brands 0

16、8The RetailX Europe Brand Index Top500 2022 10From our partners perspective 13Strategic overview 14Building brand loyalty 16Strategy&Innovation 18The Customer 20Operations&Logistics 22Merchandising 24Engagement 26Mobile&Cross-channel 28Case study:Givenchy 30Case study:The Body Shop 31Case study:Lasc

17、ana 32Case study:Shop Disney 33Case study:Pandora 34Conclusion,Knowledge Partners 35CONTENTSFigure 1 What do Top500 brands sell?06Figure 2 How Top500 brands localise their websites 06Figure 3 Primary categories/Top500 brands 06Figure 4 Ecommerce platforms used by the Top500 06Figure 5 Performance,by

18、 Dimension 07Figure 6 Average performance,by sector 07Figure 7 Average performance,by cluster 07Figure 8 Overall index growth 07Figure 9 Number of stores closed in Russia,by brand 15Figure 10 Payment preferences in Europe 17Figure 11 Next-day delivery,by country 19Figure 12 Length of returns policie

19、s,by category 21Figure 13 The percentage of brands offering specific fulfilment services 23Figure 14 The percentage of brands supporting save your basket 25Figure 15 Registration required before checkout,by country 27Figure 16 Percentage of brands with return to store service,2020 29Figure 17 Percen

20、tage of brands with return to store service,2022 29FIGURESCONTENTSMEET THE TEAMCHLOE RIGBY EDITORChloe is the editor of InternetR and an award-winning business MARTIN SHAW RESEARCH DIRECTOR,RETAILXMartin devises the scope and methods of InternetRetailings FAIDON KYRIAKOU DATA ANALYST&VISUALISER Faid

21、on interrogates our data to find the outstanding companies and broader trends in the market,visualising these findings in charts IAN JINDAL EDITOR-IN-CHIEFPublisher,speaker,advisor and NED,Ian leads our editorial and research 2022 ,distributed by InternetR 6 May 2022MEASURING PERFORMANCEFashion acce

22、ssoriesFashion clothingFashion footwearJewellerySports&leisure clothingSports&leisure footwearCosmetics&groomingConsumer electronicsSports&outdoor productsElectronic appliancesArtwork&decorationFurnitureSoft furnishingsChildrens toysTrade tools&DIYStationery&craftEyewearABOUT THE EUROPE BRAND INDEX

23、TOP500 2022Figure 1.What do the Top500 sell?The number of brands that sell a significant number of products in each category RetailX 2022Source:RetailXCategories that include at least 25 brands are shown.Note that some companies sell in multiple categoriesFigure 3.The primary sectors that Top500 bra

24、nds belong to RetailX 2022Source:RetailXSectors with more than 4%of the Top500 are shownFigure 4.Ecommerce platforms used by the Top500The percentage of Top500 brands that use an ecommerce platform RetailX 2022Source:RetailX RetailX 2022Source:RetailXFigure 2.How far do Top500 brands localise their

25、websites?The percentage of Top500 brands that advertise delivery to a region and have a local-language version of their websitesIn most European countries,shoppers are unable to shop with most Top500 brands in their local language and are unlikely to see a brands delivery options advertised for thei

26、r own country,even if it will deliver to their addresses.This graphic shows only the countries to which more than 20%of the Top500 advertise delivery options.The percentage of Top500 brands in key sectors050100150200250300350308United KingdomGermanyFranceThe NetherlandsBelgiumSpainItalyAustriaPoland

27、SwedenIrelandSwitzerlandDenmarkPortugalFinlandCzechiaHungaryGreeceOther countries0%20%40%60%80%100%Advertising delivery to the countryTrading in an official language0%20%40%60%Other sectors(18)CosmeticsJewelleryHomewareSports&leisureConsumer electronicsFashionMagentoSAPIBMAmplienceOther24%9%6%6%55%M

28、ay 2022 7 2022 ,distributed by InternetR MEASURING PERFORMANCEWe score performance in tests to create an index value.The Total Index Value(TIV)is the sum of all companies results while the Average Index Value(AIV)is the average companys result.These figures enable us to compare performance between y

29、ears,sectors and regions since a higher TIV or AIV represents a greater measured capability and performance.Our benchmarking reveals that performance has markedly improved in most areas in successive years.MEASURING PERFORMANCEFigure 5.Performance by DimensionThe Total Index Value for each performan

30、ce Dimension 2019-2022 RetailX 2022Source:RetailXFigure 6.Average performance,by sector RetailX 2022Source:RetailXSectors with 30 or more Top500 brands are shownFigure 7.Average performance,by cluster RetailX 2022Source:RetailXThe brands within each cluster are listed on page 10.A brands cluster is

31、determined both by its Footprint size(calculated from revenues,web traffic and stores)which receives a 30%weighting,and by its performance in the other metrics covered by this report(70%weighting)Figure 8.Overall Index changeThe Total Index Value 2019-2022 and YOY change RetailX 2022Source:RetailX0.

32、20.30.40.50.60.7Top250Top50Top500Top350Top150LeadingEliteTop10050100150200250Mobile and Cross-channelBrand EngagementMerchandisingOperations and LogisticsThe CustomerStrategy and Innovation2022202120202019The Average Index Value for the largest sectors0.00.10.20.30.40.50.6Consumer electronicsJewelle

33、ryHomewareSports&leisureFashionCosmeticsMulti-sector companiesMaternity&children0.8Most years show year-on-year growth,reflecting an increase in measured capacity+41%050100150200202220212020201920182017+14%+4%+15%+4%2022 ,distributed by InternetR 8 May 2022THE LARGEST 500 DIRECT-SELLING BRANDS LARGE

34、ST 505.10.15.ADIDASADOLFO DOMINGUEZANN SUMMERSAPPLEBERSHKABIMBA Y LOLATHE BODY SHOPBOSECLAIRESCLARKSFAT FACEFOOT LOCKERGANTGAPGOOGLE PLAYH&MHOTEL CHOCOLATIKEAJACK&JONESLOCCITANELEGOLOUIS VUITTONLUSHMANGOMARKS&SPENCERMASSIMO DUTTIMICHAEL KORSMICROSOFTMOUNTAIN WAREHOUSENESPRESSONEW LOOKNIKETHE NORTH F

35、ACEOMEGAOYSHOPANDORAPULL&BEARRIVER ISLANDSAMSUNGSEPHORASHEINSHOPDISNEYSTRADIVARIUSSUPERDRYSWAROVSKITOMMY HILFIGERUNIQLOWHITE STUFFWILKOLARGEST 100&OTHER STORIESADOBEALLSAINTSASICSCALVIN KLEINCOSCOTSWOLD OUTDOORCREW CLOTHING COMPANYDIESELDR.MARTENSDREAMSDUNE LONDONERNEST JONESFARROW&BALLFOSSILG-STAR

36、RAWHOBBS LONDONHOLLISTERHUGO BOSSJOJO MAMAN BBJOULESKAREN MILLENLACOSTEMONKIMOSS BROS.NEPTUNENEW BALANCEOASISOLIVER BONASPAVERSPHASE EIGHTPUMARALPH LAURENREISSRESERVEDROBERT DYASROMAN ORIGINALSSELECTSKECHERSSWATCHTED BAKERTIFFANY&CO.TIMBERLANDTRESPASSUNDER ARMOURUTERQEVICTORIAS SECRETWARREN JAMESWHI

37、STLESYOURS CLOTHINGLARGEST 150ABERCROMBIE&FITCHARMANIASPINAL OF LONDONAUTODESKBANG&OLUFSENBARBOURBOUX AVENUEBRAVISSIMOBURBERRYCAMPERCARHARTTCATH KIDSTONCHARLES TYRWHITTCOASTDESIGUALDIORDULUX DECORATOR CENTRESECCOFLANNELSFRENCH CONNECTIONGUCCIHABITATHACKETTHOTTERJ.CREWJACK WILLSJIGSAWKIEHLSKURT GEIGE

38、RKRCHERLANDS ENDMISSGUIDEDMONTBLANCMUJIPRADARAZERRUSSELL&BROMLEYSEASALT CORNWALLSPACE NKSUPREMESWEATY BETTYT.M.LEWINTHOMAS SABOTHORNTONSTRIUMPHWAREHOUSEWEEKDAYWHITTARD OF CHELSEAYANKEE CANDLEYVES SAINT LAURENTLARGEST 250ACNE STUDIOSAGENT PROVOCATEURALDOAMDASUSAVERYBAKER ROSSBANANA REPUBLICBERGHAUSBI

39、LLABONGBLANCHEPORTEBOOHOOO BOTICRIOBOTTEGA VENETABRORABUILD-A-BEAR WORKSHOPBURTON(US)CCLEANERCHARLES CLINKARDCHRISTIAN LOUBOUTINCLINIQUECONRADDELLDISNEYELLIS BRIGHAM MOUNTAIN SPORTSELLOSENGELBERT STRAUSSF.HINDSFENDIFIRED EARTHFRED PERRYGARMINGIGABYTEGUESSHAWES&CURTISHOME24HORNBYHPHUAWEIHUNKEMLLERJIM

40、MY CHOOJONES BOOTMAKERJYSKKATE SPADEKENZOL.K.BENNETTLAITHWAITESLENOVOLEVISLGLIBERTY LONDONLOAFLONG TALL SALLYMAISONS DU MONDEMALLMAMAS&PAPASMINT VELVETMODA IN PELLEMOHITOMOLTON BROWNMONICA VINADERMULBERRYMUSTOMYPROTEINNINTENDONVIDIAOBIOFFSPRINGOKAONEPLUSORIFLAMEORVISPAUL SMITHPEPE JEANS LONDONPHILIP

41、SPOLARPRETTY GREENPRETTYLITTLETHINGRADLEYRAPHALA REDOUTEROUTE ONESCOTCH&SODASERAPHINESKAGENSONYSTELLA MCCARTNEYTOASTTOMTOMTRIPPUGGUNITED COLORS OF BENETTONVERSACEVIVIENNE WESTWOODWEIRDFISHWESTWINGXBOXXIAOMIYUMIYVES ROCHERThe largest 500 brands in Europe form the Top500(overleaf)and are here laid out

42、 according to how significant they are as B2C retailers to European consumers by web traffic,retail revenue and number of storesMay 2022 9 2022 ,distributed by InternetR THE LARGEST 500 DIRECT-SELLING BRANDSLARGEST 350ACE&TATEACERALEXANDER MCQUEENAMERICAN EAGLEAXMINSTERBIRKENSTOCKBORN2BEBOSCHCANONCE

43、LESTINOCHANELCHRISTCONVERSECORSAIRCORTE FIELCRABTREE&EVELYNCRUCIALDELONGHIDJIDOCMORRISDYSONEASTPAKEDUSCHO/TCHIBOEPSONFALKE ERGONOMIC SPORT SYSTEMFASHION NOVAFERRARI.COMFITBITFLEUROPFREE PEOPLEGABORGEAR4MUSIC.COMGEOXGLOBUSGOPROGUDRUN SJDNGYMSHARKHELLY HANSENHERMSHUSQVARNAIKKSLAMPENWELTLAURA ASHLEYLOG

44、ITECHLOVISALUISAVIAROMALYLE&SCOTTMAC COSMETICSMARC OPOLOMEDIONMETROMIOMSINESCAFE DOLCE GUSTONETATMONETGEAROAKLEYOLIVER SWEENEYON RUNNINGONLYPATAGONIAPETER HAHNPETIT BATEAUPIMKIEPRAKTIKERPROMODRAY-BANREEBOKREGATTA OUTDOOR CLOTHINGRITUALSROMWES.OLIVERSALOMONSCOTT SPORTSSKATEDELUXESMYTHSONSONOSSPRINGFI

45、ELDSTEELSERIESSUNSPELSUPERGASUUNTOTEUFELTEXAS INSTRUMENTSTISSOTTITUSUBISOFTURBAN INDUSTRYVANSVEJAVERO MODAVICTORINOXWACOMWE FASHIONWEBERWESTERN DIGITALWITHINGSWITT WEIDENWURTHZOOTLARGEST 500ALBA MODAALPINE PROAMERICAN APPARELARMANI EXCHANGEARMEDATTRATTIVOAXEL ARIGATOBA&SHBALENCIAGABAREMINERALSBATABE

46、LKINBELLROYBENEFIT SAN FRANCISCOBERGERE DE FRANCEBJRN BORGBOCONCEPTBODUMBOHUSBONOBO JEANSBOTTEGA VERDEBRABANTIABRANDY MELVILLEBREITLINGBROTHERBVLGARIBYTOMCACHE CACHECAMIF.FRCANADA GOOSECARTIERCHICCOCHLOCHRISTIANIA GLASMAGASINCHURCHSCOACHCOLUMBIA SPORTSWEARCRAGHOPPERSCREATIVECROCSCYRILLUSCELINEDBRAND

47、DC SHOESDEERBERGDEEZEEDENLEYDENONDESENIODEVRED 1902DEWALT INDUSTRIAL TOOL COMPANYDOLCE&GABBANADORMEODSQUARED2EARLY LEARNING CENTREESTE LAUDEREVERLANEFITFLOPFURLAGEMPORIAGERBEAUDGERRY WEBERGHD HAIRGIANNA KAZAKOUGIVENCHYGRANNGARDENGUERLAINHALLMARKHANONHAPPY SOCKSHARMANHAVAIANASHEMTEXHERSCHEL SUPPLY CO

48、HUNTERHUSHJACADIJBCJBLJENNYFERJOE BROWNSJURAKIPLINGTHE KOOPLESLA PERLALANIDORLASCANALE COQ SPORTIFLINDTLINKS OF LONDONLIZ EARLELOEWELONGCHAMPLULULEMONMAMMUTMANFROTTOMARIMEKKOMERRELLMIELEMOLESKINEMONCLERMORGANMS MODEMUD JEANSMUEBLES BOOMMVMT WATCHESNAPAPIJRINYX PROFESSIONAL MAKEUPOBABI&OKADIOLYMPOLYM

49、PUSORBEAPAOLO BOTTICELLIPOLTIPREMIER MANPURIFICACION GARCIAQUIKSILVERREFORMATIONREIRIVER WOODSROXYSALSASALVATORE FERRAGAMOSAMSE&SAMSESAMSONITESEASIDESELECTEDSHEEGOSKINNYDIPSOFOLOGYSPRINGLANESTOKKESTONE ISLANDTAG HEUERTAPE LOEILTATUUMTENDENZTIGER OF SWEDENTOI&MOITOM TAILORTOMSTOUSTUMIVAGABONDVALENTIN

50、OWAHOO FITNESSWMFZADIG&VOLTAIREZIZZIZWILLING J.A.HENCKELS 2022 ,distributed by InternetR 10 May 2022THE BRAND INDEX EUROPE TOP500 2022ELITECLAIRESH&MLOCCITANEMARKS&SPENCERTRIPPLEADINGADIDASAPPLEBERSHKACOTSWOLD OUTDOORDUNE LONDONERNEST JONESJACK&JONESMANGOMASSIMO DUTTINEW LOOKNIKEOASISOYSHOPHASE EIGH

51、TROBERT DYASSEPHORASTRADIVARIUSSUPERDRYYOURS CLOTHINGSTRADIVARIUSTOP50ADOLFO DOMINGUEZANN SUMMERSTHE BODY SHOPCLARKSCREW CLOTHING COMPANYELLIS BRIGHAM MOUNTAIN SPORTSF.HINDSFAT FACEGANTHOTEL CHOCOLATHUNKEMLLERIKEAJOULESLOUIS VUITTONMODA IN PELLEMULBERRYOFFSPRINGPANDORAPULL&BEARREISSRIVER ISLANDSEASA

52、LT CORNWALLSHOPDISNEYSPACE NKWHISTLESWHITTARD OF CHELSEA&OTHER STORIESALLSAINTSASICSAXMINSTERBOUX AVENUEBRAVISSIMOBURBERRYCHARLES TYRWHITTCHRISTCLINIQUECOSDIOREARLY LEARNING CENTREFOOT LOCKERFRENCH CONNECTIONG-STAR RAWHABITATHOBBS LONDONHOTTERHUGO BOSSJIMMY CHOOJOJO MAMAN BBJYSKLEGOLIBERTY LONDONMAI

53、SONS DU MONDEMAMAS&PAPASMISSGUIDEDMOLTON BROWNMONICA VINADERMONKIMOUNTAIN WAREHOUSEMYPROTEINNEW BALANCETHE NORTH FACEOLIVER BONASPAUL SMITHPAVERSPHILIPSRADLEYSWEATY BETTYT.M.LEWINTHOMAS SABOTIMBERLANDTOASTTOMMY HILFIGERTRESPASSUNDER ARMOURUNIQLOWHITE STUFFTOP150ALEXANDER MCQUEENBALENCIAGABOOHOOBOSEB

54、RORACALVIN KLEINCAMPERCATH KIDSTONCHANELCOASTDREAMSGABORGAPHPHUAWEIHUNTERJENNYFERJIGSAWJONES BOOTMAKERLACOSTELAURA ASHLEYLEVISMICHAEL KORSMICROSOFTMINT VELVETMONTBLANCMOSS BROS.NESPRESSOOKAPIMKIEPRADAPUMARALPH LAURENREEBOKREIRESERVEDROUTE ONES.OLIVERSALOMONSAMSUNGSHEEGOSKECHERSSWAROVSKITIFFANY&CO.TR

55、IUMPHUGGURBAN INDUSTRYWAREHOUSEWILKOYANKEE CANDLETOP2505.10.15.ACNE STUDIOSAGENT PROVOCATEURALDOASPINAL OF LONDONAVERYBAKER ROSSBANANA REPUBLICBARBOURBATABERGHAUSBIMBA Y LOLABIRKENSTOCKBOTTEGA VENETABUILD-A-BEAR WORKSHOPBURTON(US)CARHARTTCHARLES CLINKARDCHURCHSCOACHCONRADCONVERSECRABTREE&EVELYNCRAGH

56、OPPERSCROCSDENLEYDESENIODESIGUALDIESELDR.MARTENSDULUX DECORATOR CENTRESESTE LAUDEREVERLANEFARROW&BALLFASHION NOVAFENDIFITFLOPFLANNELSFOSSILFREE PEOPLEGEAR4MUSIC.COMGEOXGIVENCHYGLOBUSGOOGLE PLAYGUESSHACKETTHAVAIANASHAWES&CURTISHOLLISTERIKKSJACK WILLSJOE BROWNSKRCHERKAREN MILLENKATE SPADEKIEHLSKURT GE

57、IGERL.K.BENNETTLA PERLALAITHWAITESLANDS ENDLASCANALENOVOLOAFLONG TALL SALLYLUSHLYLE&SCOTTMAC COSMETICSMUJIOBABI&OKADIOBIOLIVER SWEENEYORVISPATAGONIAPRETTY GREENPRETTYLITTLETHINGRAPHARAY-BANREGATTA OUTDOOR CLOTHINGROMWERUSSELL&BROMLEYSCOTCH&SODASELECTSERAPHINESHEINSKINNYDIPSUPERGASWATCHTAPE LOEILTED

58、BAKERTHORNTONSTOM TAILORUNITED COLORS OF BENETTONVANSVICTORIAS SECRETWARREN JAMESWEEKDAYYUMIYVESSAINTLAURENTThe largest direct-selling brands in Europe are ranked here according to their performance in Strategy&Innovation,The Customer,Operations&Logistics,Merchandising,Engagement,and Mobile&Cross-ch

59、annel.Congratulations to this years Elite retailing brands:Claires,H&M,LOccitane,Marks&Spencer and TrippMay 2022 1 1 2022 ,distributed by InternetR THE RETAILX BRAND INDEX TOP500TOP350ABERCROMBIE&FITCHACERADOBEAMERICAN EAGLEARMANIASUSBAREMINERALSBERGRE DE FRANCEBILLABONGBLANCHEPORTEBODUMBRANDY MELVI

60、LLEBREITLINGCACHE CACHECAMIF.FRCANONCHRISTIAN LOUBOUTINCOLUMBIA SPORTSWEARCRUCIALDBRANDDEERBERGDEEZEEDEVRED 1902DYSONECCOEDUSCHO/TCHIBOELLOSFERRARI.COMFIRED EARTHFITBITFRED PERRYGARMINGEMPORIAGHD HAIRGOPROGUCCIGYMSHARKHERMSHERSCHEL SUPPLY COHOME24HORNBYHUSHJ.CREWJACADIJBCKENZOLINKS OF LONDONLIZ EARL

61、ELOEWELOVISALUISAVIAROMAMEDIONMIELEMIOMOHITOMS MODEMUSTONINTENDONYX PROFESSIONAL MAKEUPOAKLEYOMEGAONEPLUSONLYORBEAPEPE JEANS LONDONPETER HAHNPRAKTIKERPREMIER MANPROMODQUIKSILVERRAZERLA REDOUTEREFORMATIONRITUALSROMAN ORIGINALSSAMSONITESKAGENSMYTHSONSOFOLOGYSPRINGFIELDSTELLA MCCARTNEYSUNSPELSUPREMESUU

62、NTOTEUFELTITUSTOUSTUMIUTERQEVERO MODAVERSACEVICTORINOXVIVIENNE WESTWOODWE FASHIONWEIRDFISHWITT WEIDENWMFXIAOMIYVES ROCHERZOOTTOP500ACE&TATEALBA MODAALPINE PROAMDAMERICAN APPARELARMANI EXCHANGEARMEDATTRATTIVOAUTODESKAXEL ARIGATOBA&SHBANG&OLUFSENBELKINBELLROYBENEFIT SAN FRANCISCOBJRN BORGBOCONCEPTBOHU

63、SBONOBO JEANSBORN2BEBOSCHO BOTICRIOBOTTEGA VERDEBRABANTIABROTHERBVLGARIBYTOMCANADA GOOSECARTIERCCLEANERCELESTINOCELINECHICCOCHLOECHRISTIANIA GLASMAGASINCORSAIRCORTE FIELCREATIVECYRILLUSDC SHOESDELLDELONGHIDENONDEWALT INDUSTRIAL TOOL COMPANYDJIDOCMORRISDOLCE&GABBANADORMEODSQUARED2EASTPAKENGELBERT STR

64、AUSSEPSONFALKE ERGONOMIC SPORT SYSTEMFLEUROPFURLAGERBEAUDGERRY WEBERGIANNA KAZAKOUGIGABYTEGRANNGARDENGUDRUN SJDNGUERLAINHALLMARKHANONHAPPY SOCKSHARMANHELLY HANSENHEMTEXHUSQVARNAJBLJURAKIPLINGTHE KOOPLESLAMPENWELTLANIDORLE COQ SPORTIFLGLINDTLOGITECHLONGCHAMPLOWEPROLULULEMONMALLMAMMUTMANFROTTOMARC OPO

65、LOMARIMEKKOMERRELLMETROMOLESKINEMONCLERMORGANMSIMUD JEANSMUEBLES BOOMMVMT WATCHESNAPAPIJRINEPTUNENESCAFE DOLCE GUSTONETATMONETGEARNVIDIAOLYMPOLYMPUSON RUNNINGORIFLAMEPAOLO BOTTICELLIPETIT BATEAUPOLARPOLTIPURIFICACION GARCIARIVER WOODSROXYSALSASALVATORE FERRAGAMOSAMSE&SAMSESCOTT SPORTSSEASIDESELECTED

66、SKATEDELUXESONOSSONYSPRINGLANESTEELSERIESSTOKKESTONE ISLANDTAG HEUERTATUUMTENDENZTEXAS INSTRUMENTSTIGER OF SWEDENTISSOTTOI&MOITOMSTOMTOMUBISOFTVAGABONDVALENTINOVEJAWACOMWAHOO FITNESSWEBERWESTERN DIGITALWESTWINGWITHINGSWURTHXBOXZADIG&VOLTAIREZIZZIZWILLING J.A.HENCKELSJoin RetailX today and access exc

67、lusive research and webinars RetailX exists to help the retail professional navigate the complex world of multichannel retail.We offer the data,analysis and authoritative insight needed to build successful and profi table businesses.Our meticulous research ecompasses data from ecommerce and trade as

68、sociations,with national and European government data,our own research and other sources.Also join our exclusive webinars for up-to-the-minute updates on the performance of ecommerce markets and sectors.Better yet,all this information is free to retailers-just sign up using your work address to get

69、started.Country Level Market Analysis RetailX Country and Regional Reports zoom in on the state of ecommerce in more than 20 of the most prominent B2C markets around the world.From ecommerce trends,to unique case studies with leading retailers;each report is jam-packed with the key analysis required

70、 to triumph in any given ecommerce territory.Sector Insight Reports Our Sector Reports combine in-depth company performance research with analysis of sector dynamics to equip retailers with a lucid understanding of the current state of key industry segments-including fi nancials,performance and mark

71、et context.Exclusive Webinars Join leading fi gures in world ecommerce,senior retailers and our team of researchers as we delve into the world of ecommerce;including how its performing at a county and a sector level,as well as discussing important concerns facing retailers.All previous webinars are

72、now available to watch on-demand.Join today at RetailX.net Free access to all resources for retailers.May 2022 13 2022 ,distributed by InternetR PARTNERS PERSPECTIVEThe way brands serve customers has changed hugely over the past two years.Shoppers who already trusted brands to provide the products t

73、hey love are now more inclined to trust that they will also get those products to them in a timely manner.Leading brands have,as a result,seen their direct-to-consumer sales grow quickly in recent years and are now developing their strategies around that change in buying habits.Brands have always wo

74、rked hard to raise awareness of their values and products but now,they are also working to develop direct customer relationships with them.By serving their shoppers directly,brands are gaining valuable data that enables them to understand who their customers are,as well as how and what they want to

75、buy.ENGAGE WITH SHOPPERS WHERE THEY AREBrands are following smartphone-wielding shoppers to the places where they now spend more of their time by selling on marketplaces and developing their social strategies.We can see from Brand Index research that most brands now share links to their social media

76、 pages and enable visitors to subscribe to their newsletter from their landing pages,making it easy for customers to engage with their favourite brands on the platforms they use.BUILD TRUST ACROSS CHANNELSDigital has enabled retail to rebuild itself in recent years around the ways that shoppers want

77、 to buy,which means staying relevant to individuals preferences.Personalised messages delivered by mobile can help to encourage shoppers into their nearest store for that special event or promotional offer.Showing stock availability across channels can also help to reassure brand fans that when they

78、 get to the shop,they will be able to buy the item they have in mind.By working with retailer partners through their own stores,brands can be sure they can get their messages out as widely as possibly both to customers who already know them and those who are yet to discover them.GETTING TO KNOW THEM

79、As brands develop their direct-to-customer strategies,theyll want to engage with shoppers over the longer-term.Understanding how shoppers want to buy helps to build insights into buying patterns.Do your customers buy at a particular time of the year,or the month?Are they planning a project?Could reg

80、ular updates meet their needs?Do they want to subscribe to a service for regular deliveries?Once brands understand an individual shoppers behaviour,they can keep in touch just as often as the customer prefers in order to ensure that the brand stays relevant to how and when theyll want to buy.By send

81、ing personalised offers,brands can promise value to their most loyal customers in a way that may well enable them to continue buying in difficult times.SHARED VALUESCustomers are now more likely to opt for brands that reflect their values in areas from design and cost to sustainability and animal we

82、lfare.Brands can better understand what their customers priorities are when they have a single view of each customer that shows where,when,how and why they prefer to buy.nLindsey,McEwan,SVP and GM,EMEA,at Tealium,considers how brands can approach developing relationships with customersBE THERE FOR C

83、USTOMERSABOUT TEALIUM Tealiums customer data platform enables marketers to create composite 360-degree customer profiles in real time,drive more profitable and relevant omnichannel interactions,and fuel the performance of the business intelligence and data warehouse projects using the richest source

84、 of first-party data available.For more information,visit LINDSAY MCEWAN,VP EMEA 2022 ,distributed by InternetR 14 May 2022STRATEGIC OVERVIEWBrands selling to European shoppers already radically redefined the way they sell during the Covid-19 pandemic.Yet new challenges continue to emerge that have

85、affected both European and global markets,from continuing Covid-19 outbreaks to the Russian invasion of Ukraine that is also exacerbating living costs,supply chain issues and concerns about sustainability.All these require brands to come up with new answers at a time when the ways that shoppers buy

86、is already changing fast.NEW CHALLENGES European markets are moving on from local Covid-19 lockdowns and trading restrictions but are still affected by outbreaks elsewhere in the world.In China,Shanghai is,at the time of writing,going through a lockdown that has hit the regions manufacturing and is

87、likely to result in product shortages across the global supply chain.At the same time,Russias invasion of Ukraine has direct consequences for the brands who previously sold in the two countries.Its also widely affecting the cost of living crisis already being felt across Europe as the prices of ener

88、gy and raw materials rise due to markets limiting their use of Russian oil and gas.One piece of research,from Zappi1,suggests that shoppers do not want the brands they buy from to support the Russian market.55%of UK respondents and 43%of those in the US went further by saying that brands had a respo

89、nsibility to rally against injustice.In the early days of the invasion,Vogue Ukraine took a lead in calling on brands to take a stand and speak out against the war.Brands have responded by speaking out in support of the Ukrainian people and also by suspending their operations in Russia and its ally,

90、Belarus.From luxury houses such as LMVH and Richemont to IKEA and H&M,many brands quickly closed their Russian shops and donated money to Ukraine relief efforts.Figure 10 shows what that has meant in practice for retail and other brands.While some brands have closed their shops within Russia,others

91、have stopped selling online to the market.All this comes at a cost to brands,who will also be concerned about how rising inflation is likely to affect their customers spending power.UK fashion and homewares brands Next has said the war will reduce its full-year revenues by about 65m and its profits

92、by 18m,while fast fashion business Asos said that Russia and Ukraine represented about 4%of group sales in 2021 and contributed about 20m to group profit.This H&M store in St Petersburg,Russia,closed following the outbreak of war in UkraineSHIFT DIRECT TO CONSUMERSAt the same time,brands are seeing

93、fresh opportunities as more shoppers choose to buy directly from them than before the pandemic.Although European shopping habits seem to be returning closer to pre-pandemic patterns,with a refreshed willingness to buy in-store,for many brands,the value of the sales they make direct to shoppers remai

94、ns much higher than it was before.Nike,for example,reported that 45%of its third-quarter Nike-brand sales were made direct to shoppers.During the three months to 28 February 2022,its direct-to-consumer sales grew by 15%,including a 14%rise in its own stores and 19%online growth an effect seen both i

95、n its US and European markets.Nike Inc president and chief executive,John Donahoe,said at the time that the figures showed the success of its consumer direct acceleration strategy.“Fuelled by deep consumer connections,compelling product innovation and an expanding digital advantage,we have the right

96、 playbook to navigate volatility and create value through our relentless drive to serve the future of sport,”he said.Similarly,brands from Under Armour to Burberry have been building their online audiences in recent years.Simon Wolfson,chief executive of the UK Next fashion and homewares brand,said,

97、as he unveiled full-year figures in March,that the future shape of retail has become clearer through the challenges of the pandemic.Now,he says,shoppers have an Brands are currently rethinking their priorities in light of ever-changing customer demands,writes Chloe RigbyCHANGING BRAND STRATEGIES Pet

98、ermanMay 2022 15 2022 ,distributed by InternetR STRATEGIC OVERVIEWabundance of choice and its never been easier for brands to launch or to reach new customers.“A world in which new brands can rapidly gain scale presents a threat to large,well established brands like Next,”says Wolfson.“Particularly

99、those,like us,who have grown market share through building a large store network.But the possibilities of the internet age present the group with far more opportunities than threats.Next product ranges,liberated from the constraints of finite retail space,can offer far more choice to our customers.A

100、nd if new and developing brands are going to gain scale at pace,we can enable that process through our own online aggregation business.”The internet,he notes,has also enabled the business to break into new markets and challenge incumbents.The retailer is one of many taking the path towards online ag

101、gregation.Another example is German fashion business,Zalando,which has over 5,800 brands selling in 23 markets via its ecommerce platform,along with 7,000 platform-connected shops able to offer multichannel services.In 2021,these partners and connected retailers accounted for 30%of GMV(gross merchan

102、dise volume)of 14.3bn.The company aims to increase that to more than 30bn by 2025.SUSTAINABILITY MATTERSJust as customers believe that the brands they buy from should be vocal about the war in Ukraine,they also expect brands to follow their values in other areas and sustainability is another key are

103、a in which European customers are now keen for action.Levi Strauss chief executive,Chip Bergh,speaking at the World Retail Congress in Rome earlier this year,said that sustainability is fast becoming “a strategic issue that affects everything the brand does,everything we do.We drive our innovation p

104、rogramme around sustainability.”In practice,this means using more sustainable fibres,such as hemp,in its denim products,as well as finding ways to reduce water usage and reducing its overall environmental footprint.THE SHIFT IS LED BY ITS CUSTOMERS.“Sustainability used to be pretty niche from a cons

105、umer standpoint and very Europe-centric,”said Bergh.“Now its truly global and cuts across generations.The young consumer,in particular,is really focused on this.If you ask a teenager today,they will very likely say climate change is top of mind in terms of their concerns.”Zalando,meanwhile,is follow

106、ing circular design principles and asking the 5,800 brands that sell on its platform to do the same.“If products are made to be more durable,they can better support circular business models such as clothing rental and preowned assortments which rely on garments lasting through multiple uses and user

107、s,”says Laura Coppen,head of circularity at Zalando,in a blog2 on the Zalando site.Both in sustainability and in the Russia Ukraine war,brand customers are increasingly setting the tone for the brands they buy from.Its likely their voices will continue to make themselves heard in the years that lie

108、ahead.n1 https:/ https:/ RetailX 2022Source:The Guardian,Newsweek Daily Beast Company,The News 24,Reuters,ABC,Bank of America,CNBC,Business Insider,Various sources(company data),Statista.Accessed via StatistaFigure 9.Number of stores closed in Russia due to the 2022 war in Ukraine,by brandMcDonaldsI

109、nditexH&MStarbucksMangoPumaUniqloObiIKEA850502168130120100502717Note:Numbers correspond to announced temporary closure of retail stores on Russian territory in response to the Russia-Ukraine war.Statistics have been compiled from several sources.Data current as of March 2022.2022 ,distributed by Int

110、ernetR 16 May 2022CUSTOMER ENGAGEMENTThe relationship that brands have with their customers is coming into new focus as customers raise their expectations of those that they buy from.Just as shoppers are now using digital commerce to buy directly from brands,so they can also use digital channels to

111、let brands know what they think.UK discount retailer The Works made it clear earlier this year that its customers are seeking a brand relationship.“It is becoming increasingly apparent that consumers today dont just want to buy a product,they want to buy into a brand with a clear purpose,”said The W

112、orks chief executive,Gavin Peck,in its half-year report.“We have been working hard to clarify our purpose and be more than just a retailer.For The Works,this means inspiring our customers by showing them what they can do read learn,create and play and inspiring them to do it.”In keeping with this,Th

113、e Works aims to be a“better,not just bigger version of ourselves”as it invests across channels.Peck says,“We are focused on fulfilling our new purpose,improving our customer proposition,creating deeper relationships with our customers and driving increased brand loyalty.”So what does RetailX researc

114、h say about how leading brands are communicating with customers and building brand loyalty?ENGAGING WITH CUSTOMERSRetailX research finds that most brands now guide shoppers to their social media presences from their landing page(89%)or invite shoppers to sign up for their newsletter(76%rising to 84%

115、among sports and leisure brands).By doing so,they are potentially building engagement,since shoppers who follow a brand on social media will be likely to see their posts regularly and may take up offers.Many startups turn to social media at launch,with 33%launching through Instagram and 21%through F

116、acebook in the last two years,according to recent research of 2,300 UK entrepreneurs from the British Business Excellence Awards.Twitter(18%),TikTok(9%)and LinkedIn(4%)also saw a share of startup interest.Those who chose to do so via Instagram said they did so for its reach(87%),flexibility(72%)and

117、engagement rates(58%).Instagram has said that tools such as polls and quizzes liked by 57%of users in its own research can be useful and boost engagement.Social media is also important to global brands.LOral UK and Ireland recently worked with TikTok to tap into the appetite on the social media plat

118、form for products that go viral.It says interest in some of its recent product launches has taken off through the#TikTokMadeMeBuyIt hashtag which has itself had more than 10bn views on the platform.It is also working with TikTok creators to sell gift boxes via the TikTok shop.“Our partnership with T

119、ikTok enables us to continue to invent and reinvent the ecommerce experience,”says Lex Bradshaw-Zanger,chief marketing officer of LOral UK and Ireland.“Where much of ecommerce today has been a very functional experience and driven by more rational shopper missions like replenishment,TikTokMadeMeBuyI

120、t has brought the excitement of product discovery in partnership with creators to a full funnel online experience.”LOral launched its collaboration with a week-long festival of live beauty events featuring creators.In all,more than 100 hours of live content were scheduled to take place during the we

121、ek.KEEPING SHOPPERS INFORMEDEngaging is also about communicating products clearly,which means featuring plenty of product images as well as providing clear information about how a product works and what it does.60%of leading brands show customers a choice of product images,while From engaging on soc

122、ial media to quickly meeting their expectations,brands are finding new ways to get close to their customersBUILDING BRAND LOYALTYLOral is now working with TikTok creators to tap into the appetite for products that go viral on social mediaLOral UK&IrelandMay 2022 17 2022 ,distributed by InternetR CUS

123、TOMER ENGAGEMENT65%show zoomable images on their mobile websites.82%of sports and leisure brands do so,along with 71%of fashion brands,who clearly see the importance of providing detail to their customers(see Merchandising Dimension,page 24 for more).RetailX researchers score brands product informat

124、ion on a scale of zero to four,with the median brand rated relatively highly on this metric,at three.Top500 brands selling consumer electronics(3.57)and cosmetics(3.45)and to the UK(3.15)tend to score higher,while those selling fashion clothing and accessories(3.17)and to Iceland(2.75)and Malta(2.86

125、)are at the other end of the scale.Keeping shoppers informed also includes letting customers know what other customers thought of a product.Product reviews and ratings are each shared by 44%of brands,while a small proportion(3%)allow shoppers to add their own images to their reviews.MEETING CUSTOMER

126、S EXPECTATIONSBuilding relationships goes beyond communicating via channels such as social media its also about giving shoppers a choice of ways to get in touch.According to RetailX research,brands can stand out by being among the 3%of leading brands that now offer live chat within a minute of users

127、 landing on their website.Enabling local payment options and relevant languages is important.The chart above shows the payment options that shoppers expect to use when buying online from different markets.Almost a third(32%)of leading brands show shoppers the payment options that they offer on their

128、 site from the landing page,although this has declined by three percentage points(3pp)since last year.More show fulfilment options on the product page(69%)and/or the landing page(40%).RetailX research also shows how brands enable shoppers to tailor a brand website to meet their needs.Almost two-thir

129、ds(64%)enable shoppers to choose the country from which they want to view the site thus showing them the local language,currency and delivery options.Consumer electronics brands are the most likely to offer this option,with 92%doing so.15%of brands enable shoppers to choose their preferred currency,

130、while 22%enable them to choose the language theyd like to read it in.(See the Strategy&Innovation Dimension,page 18 for more detail).n RetailX 2022Source:PostNordFigure 10.Payment preferences in Europe,2021Note:Online survey conducted in 2020 and 2021 Results include 12,000 interviews with ecommerce

131、 consumers in Belgium,Denmark,Finland,France,Germany,Italy,the Netherlands,Norway,Poland,Spain,Sweden and the UK.The interviews were conducted with representative nationwide samples of private individuals aged 1579 years.The number of respondents varies around 1,000 between the countries.GermanyUnit

132、ed KingdomFranceSpainDenmarkBelgiumItalyNorwayFinlandSwedenPolandThe Netherlandsn Invoice n Cash on delivery n Payment by instalments n Other/Dont know n Direct payment through bank n Mobile App n PayPal or similar n Debit card or credit card58%58%54%52%51%45%39%30%28%23%17%17%35%32%39%13%22%23%8%47

133、%21%11%20%3%21%13%10%11%29%10%22%57%12%50%31%11%4%4%21%6%0%3%6%1%5%21%2%18%4%5%3%1%4%2%8%5%4%2%1%3%1%2%2022 ,distributed by InternetR 18 May 2022STRATEGY&INNOVATIONThe Strategy&Innovation Dimension is the part of the Brand Index research that changes most regularly.Each year,RetailX researchers choo

134、se the metrics they judge to be central to a market-leading ecommerce and multichannel strategy,or at the cutting edge of best practice in the sector.This year,more than two dozen metrics,from serving customers across European markets to delivery,collection and returns,feature in this Dimension.The

135、most significant findings are grouped below through three questions:how do brands localise their websites for European shoppers?How do they keep shoppers informed?What fast delivery promises do they make?HOW DO BRANDS LOCALISE THEIR WEBSITES FOR EUROPEAN SHOPPERS?When customers can shop online in th

136、eir own language and the currency,retailers make it easier for them to buy.Country selector Most brands(+1pp to 64%)offer shoppers the option of choosing the country to which theyd like to have their orders delivered.This strategy enables shoppers to see the site in their local language and currency

137、 and with local delivery promises.Those most likely to offer this option include brands selling consumer electronics(92%)and sports and leisure clothing and equipment(74%),while the least likely to include cosmetics(42%),jewellery and homeware brands(both 58%).Shoppers buying from Norway,Ireland,Lux

138、embourg,Lithuania and Latvia(all 85%)are among the most likely to be able to use them.Currency selector15%of brands now enable shoppers to choose the currency theyd prefer to pay in on their website,following a 5pp uptake since the previous year.Brands selling sports and leisure clothing and equipme

139、nt(24%)and fashion clothing and accessories(21%)are more likely to offer a currency selector,while those selling consumer electronics(4%)and homewares(8%)are least likely.17%of UK brands offer a currency selector,in contrast with those selling in France and Sweden(both 8%),Lithuania(3%)and Bulgaria,

140、Poland,Slovakia and Portugal(all 4%).Uptake increased most significantly in the Netherlands(+3pp to 5%)and Ireland(+3pp to 5%).Language selectorJust over a fifth(+4pp to 22%)of sites enable customers to choose the language that theyd like to read it in.Brands selling consumer electronics(30%),sports

141、 and leisure clothing and equipment(25%)and fashion clothing and accessories(24%)are most likely to offer a choice of languages.Those selling cosmetics(6%)and homewares(13%)are least likely to do so.Brands selling to Luxembourg(49%),Cyprus(45%)and Estonia(44%)are more likely to do so than those sell

142、ing to Iceland(15%)or the UK(27%).HOW DO BRANDS KEEP SHOPPERS INFORMED?Showing delivery and payment options up front enables shoppers to make informed decisions about whether to continue shopping.Fulfilment options on the landing pageFewer brands now show fulfilment options on the landing page(-9pp

143、to 40%of 303 brands assessed on this metric both this year and last).Those that are more likely to include brands selling maternity and childrens goods(47%),sports and leisure clothing and equipment(45%)and cosmetics(44%).Brands selling to Estonia(45%)and Belgium(44%)are more likely to do this.Fulfi

144、lment options on the product pageBrands are more likely to show fulfilment options on the product page than the landing page,with 69%(-3pp)of 303 brands assessed on this metric this year and last doing so in 2022.Brands selling Those that stand out in the Strategy&Innovation Dimension are more likel

145、y to localise their websiteHOW BRANDS ARE ADAPTING TO CUSTOMER DEMANDAPPLEBERSHKABOUX AVENUEBURBERRYCLAIRESCOTSWOLD OUTDOORCREW CLOTHING COMPANYGANTH&MLOCCITANEMANGOMARKS&SPENCERMASSIMO DUTTIMULBERRYNEW LOOKNIKEOLIVER BONASOYSHOPULL&BEARRIVER ISLANDROBERT DYASSHOPDISNEYSTRADIVARIUSSUPERDRYYOURS CLOT

146、HINGThe leading brands in the Strategy&Innovation DimensionMay 2022 19 2022 ,distributed by InternetR STRATEGY&INNOVATION RetailX 2021Source:RetailXThe countries where Top500 brands are most likely to offer next-day deliveryFigure 11.Next-day delivery,by countryUnited KingdomLithuaniaIrelandItalyGer

147、manyFranceThe NetherlandsLuxembourgEstoniaDenmarkOther countriesfashion clothing and accessories(75%)and maternity and childrens products(66%)are more likely to show fulfilment options here,as are those selling to Croatia(77%)and Cyprus(75%).Payment options on landing pageFewer brands show payment o

148、ptions on the landing page,following a 3pp decline to 32%of 303 brands assessed on this metric this year and last.Sites selling maternity and childrens products(37%),homewares(32%)and fashion clothing and accessories(31%)are more likely to do this.Shoppers are more likely to see payment options on t

149、he landing page when they buy from the Netherlands(38%),Germany(37%;+2pp)and Switzerland(36%;+2pp).WHAT DELIVERY PROMISES DO BRANDS MAKE?Premium delivery and collection options enable shoppers to get their goods fast and at specific times.Next-day deliveryThe availability of next-day delivery has fa

150、llen by 9pp to 33%since last year,among the 419 brands assessed on this metric both this year and last.Shoppers buying cosmetics(59%),maternity and childrens products(53%)and fashion clothing and accessories(43%)are more likely to be able to order for next-day delivery than those buying consumer ele

151、ctronics(18%)and jewellery(26%).Shoppers in the UK are the most likely to receive their orders next-day(35%)but this is well below last year following a 10pp decline.Brands selling to Lithuania(24%,-3pp)and Ireland(24%,+8pp)are also among the most likely to offer next-day delivery.Nominated-day deli

152、very 6%of brands now offer nominated-day delivery,having fallen by 1pp from 7%last year.Brands that are most likely to offer sell cosmetics(14%),homewares(14%)and maternity and childrens products(9%).At the other end of the scale,5%of both sports and leisure clothing and equipment and fashion clothi

153、ng and accessories now enable shoppers to name their day of delivery.This service is slightly more available in the UK(6%)and Ireland(5%)than in other markets.Less than 1%of those shopping from Malta,Liechtenstein,Cyprus,Slovenia and Bulgaria offer this.Availability increased,slightly in Germany(+1p

154、p to 3%)but stayed the same or fell in all other markets.Only 1%of brands now offer nominated-time delivery,down 1pp decline among the 352 retailers assessed on this metric this year and last.Its most likely to be available from brands selling homewares(5%)and maternity and childrens products(3%).Sa

155、turday deliveryFewer brands now deliver on a Saturday(-3pp to 14%).Those that are more likely to do so include brands selling cosmetics(38%)and maternity and childrens products(31%),while shoppers buying consumer electronics(4%),jewellery or sports and leisure clothing and equipment(both 9%)are leas

156、t likely to be able to choose Saturday delivery.Saturday delivery is most available in the UK(15%),Ireland(6%)and the Netherlands(5%)but is generally not available in Malta,Latvia,Lithuania,Liechtenstein or Iceland(all less than 1%)from Top500 brands.The fastest decline in the service was in the UK(

157、-3pp)while there were increases in Slovenia and Romania(both+3pp to 3%).Sunday deliveryShoppers are even less likely to be able to get Sunday delivery from leading brands(-1pp to 5%).Those most likely to are those buying maternity and childrens products(16%),with cosmetics and homewares brands the l

158、east likely.Sunday delivery is most available from brands in the UK(5%),despite a 2pp decline since last year.It is mostly unavailable in markets including Slovenia,Romania,Portugal,Norway and Malta(all less than 1%).There were small increases in use in Germany,Sweden and the Netherlands but this wa

159、s from a very low base(all 1pp to 1%).nNote:Other countries shows the average value of the 22 countries not individually shown35%24%24%21%19%18%17%17%17%16%11%2022 ,distributed by InternetR 20 May 2022THE CUSTOMERThe brand customer experience is put to the test in The Customer Dimension of the Retai

160、lX Brand Index.Researchers explore that experience through more than a dozen metrics chosen to represent the customers point of view,from the way that customer service issues are dealt with to the length of the returns period.They find that shoppers buying from Top500 brands now have longer to retur

161、n an item but that services are generally operating more slowly and offering somewhat less convenient services.For example,emails are now replied to more slowly,while live chat is less available.This is likely to be an effect of the fast expansion of online shopping during Covid-19,at the same time

162、as rising sickness rates among staff.Research findings are grouped below through three questions:How easy is it for shoppers to contact brands?How convenient is customer service?How easy is it for shoppers to find out about a product?HOW EASY IS IT FOR SHOPPERS TO CONTACT BRANDS?Brands now offer a s

163、lower and less convenient service,when measured through email responses and the availability of live chat.By emailRetailX researchers sent an email with a query to Top500 brands selling in Spain,France,the UK and Germany,and rated the response out of four.The average score was 3.4 down 0.2 from last

164、 year.The median score remained at 4.Cosmetics(average of 3.71)and homewares(3.62)brands tended to score better than maternity and childrens brands(3.12)and jewellery brands(3.14).The highest-rated responses were to shoppers getting in touch from Spain(average of 3.67)and France(3.52).The lowest-rat

165、ed were those made to shoppers getting in touch from the UK(3.36)and Germany(3.25).Performance declined in all four markets studied compared to previous years.Service was rated at an average 3.55 and a median of 4,with the highest scores won by brands selling sports and leisure clothing and equipmen

166、t(3.69)and fashion clothing and accessories(3.58).The lowest scores were for maternity and childrens brands(3.23).Service was also rated more highly in Spain(3.7)and France(3.5).Brands replied to customer service emails in an average of 26.8 hours,which is 334 minutes slower than last year.The media

167、n brand responded in 20.3 hours 348 minutes slower than last time.The fastest replies were from cosmetics brands(20.5 hours)and fashion clothing and accessories brands(median 18.3 hours),the slowest from jewellery(median 28.5 hours).By live chatFewer brands now offer their customers live chat(-8pp t

168、o 3%)within a minute of landing on a website.Those most likely to do so include brands selling cosmetics(8%)and fashion clothing and accessories shops(3%).Only 1%of maternity and childrens products brands and 2%of consumer electronics shops do so.Its most available to brands selling in Lithuania(10%

169、)and Slovakia(9%)and least available in the UK(-8pp to 3%)and Germany(-2pp to 3%).HOW CONVENIENT IS CUSTOMER SERVICE?While shoppers now have longer to return an item,they are less likely to be able to use one-click ordering.Returns periodsIn both the EU and the UK,shoppers have a legal minimum of tw

170、o weeks to return an unwanted online order.However,longer returns periods are now commonly offered in the wake of the pandemic.In practice,leading European brands now offer an average of 95.2 days,or around three months.Thats 41.8 days longer than the previous year,representing a near doubling of th

171、e period.The median or halfway point retailer offers 29 days a day longer than last year.Brands selling sports and leisure clothing and equipment(34.9 days)and maternity and childrens products(31.7 days)offer the longest median returns periods,while those selling consumer electronics offer the short

172、est(22.5 days).Returns periods lengthened across most markets.The median brand selling to Finland gave shoppers the most generous extension six more days than last year to return an item to 30 days.Only in Luxembourg did returns periods decrease,by three day to 27.One-click orderingThe use of one-cl

173、ick ordering has declined over the last year Brands that deal with customer emails quickly and offer shoppers a range of ways to get in touch stand out in The Customer DimensionTHE CUSTOMER EXPERIENCEMay 2022 21 2022 ,distributed by InternetR THE CUSTOMER RetailX 2022Source:RetailXThe median return

174、policy length in days of Top500 brands in each sectorFigure 12.How long do brands give shoppers to return an unwanted item?Consumer electronicsHomewareJewelleryCosmeticsFashion apparel or accessoriesMaternity or childrens goodsSports&leisure apparel or equipment(-6pp to 17%),with those selling fashi

175、on clothing and accessories(17%)and sports and leisure apparel or equipment and cosmetics(15%)using this to a greater extent than those selling consumer electronics(8%)and maternity or childrens products(9%).One-click ordering is more likely to be available among Top500 brands selling in Spain(19%),

176、Croatia and Luxembourg(both 18%).Its slightly less available in Norway(12%),Germany and Sweden(both 13%).Use declined most sharply in the UK(-6pp to 18%),while no regions showed an increase.HOW EASY IS IT FOR SHOPPERS TO FIND OUT ABOUT A PRODUCT?Brands are now less likely to offer reviews and rating

177、s than in 2021.Product reviews44%of brands now share product reviews with customers,following a 5pp decline from 49%last year.Shoppers visiting brand websites selling cosmetics(79%),sports and leisure clothing and equipment(71%)and maternity and childrens products(61%)are more likely to see product

178、reviews than those selling consumer electronics(28%)or fashion clothing and accessories(39%).Almost half of brands selling to the UK(46%)provide reviews,as do 35%of those selling to Poland,Slovakia,Hungary and France.Only 6%of those selling to Malta provide reviews,following a 6pp year-on-year decli

179、ne.10%of those selling to Cyprus do so.A small and declining number of brands enable customers to add their own image to a review(-1pp to 3%).Those most likely to do so included brands selling maternity and childrens(9%),sports and leisure clothing and equipment and jewellery(both 6%).Brands selling

180、 in Slovenia,Spain,Luxembourg(all 5%)and the UK(4%)are somewhat more likely to enable this than those selling to Iceland(less than 1%),Norway,Romania,Lithuania and Bulgaria(1%).Product ratings44%of brands show product ratings,following a 1pp decline among the 424 brands measured on this metric this

181、year and last.Brands selling cosmetics(92%)and sports and leisure clothing and equipment(76%)are more likely to show ratings,while those selling consumer electronics(31%)are least likely.A large minority of brands selling to the UK(43%)show product ratings,yet few of those selling to Malta(5%;-7pp)o

182、r Cyprus(10%)do so.There were declines in this metric in both Malta and Iceland(-7pp to 1 1%).n ADIDASAPPLETHE BODY SHOPCHARLES TYRWHITTELLIS BRIGHAM MOUNTAIN SPORTSThe leading brands in The Customer Dimension23272729303235F.HINDSFOOT LOCKERGANTH&MHPJACK&JONESKARCHERMAMAS&PAPASMANGOMARKS&SPENCERMISS

183、GUIDEDMUJINEW BALANCEOASISPANDORAROMWET.M.LEWINTHOMAS SABOTRIPPWHISTLES 2022 ,distributed by InternetR 22 May 2022OPERATIONS&LOGISTICSGetting products to the customer was a significant challenge during Covid-19 lockdowns.Customer demand to buy direct from brands encouraged many to expand their onlin

184、e businesses along with their performance at a time when many stores were shut.In the Operations&Logistics Dimension,RetailX researchers assess brands on their delivery,collection and returns promises.Its evident that this is a Dimension where there have been particularly large year-on-year changes.

185、Overall,fewer brands now offer fast and premium delivery services,while fewer again offer collection.However,there are significant rises in the use of reserve and collect and in-store returns,while attitudes to returns appear to be shifting from refunding the original delivery cost to pre-paid retur

186、ns.The most significant findings are grouped below through three questions:What delivery promises do brands make?What collection services do they offer?How do brands accept returns?WHAT DELIVERY PROMISES DO BRANDS MAKE?Delivery is becoming slower and less specific as brands step back from the race f

187、or ever faster and more convenient delivery.However,the cost is broadly similar to last year.For more on next-day delivery,see the Strategy&Innovation Dimension(page 18).Nominated-day and time delivery 6%of brands now offer nominated-day delivery,following a 1pp decline from 7%last year.Theres also

188、been a 1pp decline to 1%in those enabling shoppers to name their time of delivery.Brands that are most likely to offer enable customers to name their day of delivery are those that sell cosmetics(14%),homewares(14%)and maternity and childrens products(9%),Brands selling homewares(5%)and maternity an

189、d childrens products(3%)are most likely to offer choice around the time of delivery.Only 5%of brands selling sports and leisure clothing and equipment and fashion clothing and accessories now enable shoppers to name their day of delivery.This is slightly more available in the UK(6%)and Ireland(5%).B

190、rands selling homewares(5%)and maternity and childrens products(3%)are most likely to enable shoppers to name their time of delivery,a service thats slightly more common in Croatia,Greece and Switzerland(all 2%).Cost of standard deliveryBrands now charge an average of 4.76 for standard delivery,foll

191、owing an average 1%rise,while the median brand charges 5 the same as last year.Electronics brands charge the least,at an average of 2.92 and a median 3.22,followed by jewellers(2.92/3.22)and cosmetics brands(3.44/4.29).Homewares retailers charge the most(5.50/5.30).Shoppers in Romania(average 3.75/3

192、.54)and Poland(4.40/3.67)pay the least for standard delivery,while those in Iceland(14.50/1 1.00),followed by Malta(7.91/7)pay the most.The most significant year-on-year change was in Croatia,where the average cost of standard delivery increased by 2.99 to 8.36 and the median value rose by 1 to 6.Fr

193、ee delivery threshold Shoppers get their online order delivered for free when they spend an average of 68.90(+1.12)and a median of 50,the same as last year.They spend the least for free delivery when ordering cosmetics(average 35.20/median 38.30),and consumer electronics(43.00/42.70)and the most whe

194、n ordering homewares(299/63.30)or maternity and childrens products(53/45.80).Shoppers spend a median 41.50 for free online delivery in Czechia and a median 57.50 for delivery in Ireland.Brands stand out in the Operations&Logistics Dimension when they promise to get products to the customer in fast a

195、nd convenient ways,while also taking a flexible approach to returnsFULFILLING SALESBERSHKABOUX AVENUEBURBERRYCLAIRESCOTSWOLD OUTDOORDIESELERNEST JONESGANTGIVENCHYH&MLOCCITANEMARKS&SPENCERMASSIMO DUTTIMULBERRYOYSHOPHASE EIGHTRADLEYRIVER ISLANDROBERT DYASSPACE NKSTRADIVARIUSTED BAKERTRIPPUNIQLOYOURS C

196、LOTHINGThe leading brands in the Operations&Logistics DimensionMay 2022 23 2022 ,distributed by InternetR OPERATIONS&LOGISTICS RetailX 2021Source:RetailXNote:Results cover a subset of Top500 brands measured every year since research started for a metric.This subset ranges from 220 to 250 brands,depe

197、nding on the metric.Figure 13.The percentage of brands offering a fulfilment serviceWHAT COLLECTION SERVICES DO THEY OFFER?Fewer brands now support collection of online orders(-6pp to 37%).Brands selling maternity and childrens goods(61%)and fashion clothing and accessories(48%)are most likely to of

198、fer this service,while those selling consumer electronics(15%)are less likely.Collection is most widely available among Top500 European brands,in Belgium(38%),Spain and Czechia(both 36%),Lithuania and the UK(both 35%).The median cost of collection stands at 1.Reserve and collect Theres been a signif

199、icant year-on-year rise in the proportion of brands offering reserve and collect services(+26pp to 30%),which is likely to be linked to the expansion of online selling during and after the Covid-19 pandemic.The service,which enables shoppers to reserve an item and pay on collection,is most available

200、 from brands selling fashion clothing and accessories(38%)and sports and leisure clothing and equipment(38%)and less so from those selling consumer electronics(12%)or jewellery(28%).Reserve and collect is most widely available in the UK market,where use of the service has grown very quickly(+31pp fr

201、om 2%)over the last year.There has also been fast uptake from a low base in Finland(+21pp to 24%)and Denmark(+18pp to 22%).No markets showed a decline in use.Next-day collectionSlightly fewer(-1pp to 1 1%)brands now offer next-day collection than last year.Sectors in which the service is most availa

202、ble include jewellery(16%)cosmetics(15%)and fashion clothing and accessories(12%),while only 4%of consumer electronics and 7%of homewares brands offer this service.It is more widely found in Romania and Czechia(both 1 1%)and the UK(10%)and least in Croatia and Slovenia,where less than 1%of leading b

203、rands offer this service.Theres been significant growth and decrease in the availability of this service,from Ireland(+6pp to 7%)and Czechia(+6pp to 15%)to Spain(-6pp to 8%).Same-day collection4%of brands offer same-day collection the same as last year.Shoppers are most likely to be able to collect

204、the same-day from brands selling cosmetics(12%)and jewellery(10%)and least likely from a fashion clothing and accessories(2%)or sports and leisure clothing and equipment(4%)brand.Same-day collection is most available in Switzerland,Sweden,Norway and Estonia(all 6%)and hard to find in Croatia,Hungary

205、,Luxembourg,Slovenia and Portugal(all less than 1%).Availability grew fastest in Norway and Sweden(both+4pp)and fell fastest in Ireland(-4pp to less than 1%).HOW DO BRANDS ACCEPT RETURNS?Just over half of retailers(+16pp to 55%)now accept online returns in-store,following significant growth over the

206、 last year.Those most likely to do so include brands selling maternity and childrens products(73%),cosmetics(72%)and jewellery(69%),while consumer electronics brands(31%)are significantly less likely to do so.The multichannel service is most commonly available in Ireland(55%)with availability increa

207、sing in the UK(+19pp to 55%),Germany(+10pp to 46%)and France(+10pp to 49%).Post remains the most common way to send back an unwanted online order,with 79%(+5pp)of brands supporting this.A quarter(+3pp to 25%)of brands enable shoppers to return their online order by dropping it off at a third-party l

208、ocation,while 15%(+1pp)will organise pick-ups from the home.Shoppers are most likely to be able to return jewellery(85%)by post,followed by fashion clothing and accessories and maternity and childrens products(both 83%).The service is most widely available in Norway,Ireland(both 79%),the Netherlands

209、(78%),the UK and Spain(both 77%).It is least available in Bulgaria(52%,-4pp).Brands selling homewares(24%),fashion clothing and accessories(18%),sports and leisure clothing and equipment and consumer electronics(17%)are most likely to arrange returns via pick-up from the house.Those selling fashion

210、clothing and accessories(28%),and maternity and childrens products(24%),are most likely to support returns via a drop-off point.nFeb 2016Aug2016Feb 2017Aug2017Feb 2018Aug2018Feb 2019Aug2019Feb 2020Aug2020Feb 2021Aug2021Feb 20220%10%20%30%40%50%60%70%n Click and collect n Next-day delivery n Next-day

211、 collection n Nominated-day delivery n Nominated-time delivery n Reserve and collect n Same-day collection n Same-day delivery n Store-owned collection lockers 2022 ,distributed by InternetR 24 May 2022 MERCHANDISINGHow brands show off the products they sell is the focus of the Merchandising Dimensi

212、on.That starts with how they guide shoppers to the products that are right for them,how they illustrate and explain them,and whether they enable them to save products for later.RetailX researchers assess the performance of brands in this Dimension against more than 30 metrics.We group the most signi

213、ficant findings below through three questions:how do brands guide shoppers to the right product?How do they show their products?How do they enable shoppers to save products for later?HOW DO BRANDS GUIDE SHOPPERS TO THE RIGHT PRODUCT?Brands deploy tools ranging from a robust search to navigation filt

214、ers to help shoppers find the items they want to buy.Navigational filtersBrands are most likely to enable shoppers to filter their website searches by price.Just over half(52%)offer this in 2022 the same as last year.Those selling maternity and childrens products(79%)and sports and leisure clothing

215、and equipment(62%)are most likely to feature this filter,yet few consumer electronics brands(15%)do so.This filter is most common among brands selling to the UK(51%)and Germany(47%;+4pp)and least common in Iceland(20%).The biggest year-on-year change in the use of navigational filters is that fewer

216、brands now enable shoppers to filter their searches by product type(-12pp from 91%to 79%).Use of this filter remains higher among brand websites selling maternity and childrens goods(86%),fashion clothing and accessories(84%)and sports and leisure clothing and equipment(83%).Theres been a small decl

217、ine in the availability of search by brand,down 3pp to 32%of the 355 brands assessed on this metric both this year and last.This is more likely to be available on sites selling maternity childrens products(65%)and least likely on site selling consumer electronics(19%)and jewellery(24%).A small minor

218、ity(8%)of brands enable shoppers to search by product rating the same as last year.Again,brands selling maternity and childrens product(28%)and cosmetics(21%)are more likely to offer this,while less than 1%of those selling consumer electronics do so.Brands are most likely to offer filter by ratings

219、when selling to Estonia,Lithuania and Austria(all 9%)and least likely when selling to Malta(2%),Cyprus,Romania,Ireland or Iceland(all 3%).SearchMore than two-thirds(68%)of brands offer drop-down search suggestions to shoppers as they type search queries on their mobile website.Thats 1 1pp up from 57

220、%a year earlier,among the 346 brands measured on this metric both this year and last.This feature is most often used by brands selling maternity and childrens goods(80%),cosmetics(77%)and fashion clothing or accessories(73%),as well as among those selling to Iceland(82%),Slovenia(73%)and Hungary(72%

221、).It is least used by those selling consumer electronics(47%)or homewares(55%).Almost a third(31%)of brands now deploy infinite scroll on their mobile websites.Thats 5pp higher than last year among the 346 brands measured in both periods.Its most likely to be used on mobile websites selling cosmetic

222、s(47%),maternity and childrens products(38%),while just over a third(34%)of sites selling fashion clothing and accessories use it.Its least likely to be seen on sites selling consumer electronics(1 1%).HOW DO BRANDS SHOW THEIR PRODUCTS?Strong brand imagery and relevant recommendations help shoppers

223、understand whether an item is right for them.Product page imagesMore brands(60%)now offer customers a choice of product images,following a 25pp increase from 35%of 251 traders assessed on this metric both this year and last.Those selling sports and leisure clothing and equipment are most likely to s

224、how shoppers several images of a product,with 74%of brands in the category doing so,followed by those selling fashion clothing accessories(69%).Consumer electronics brands are the least likely to do so.A choice of images Brands stand out in the Merchandising Dimension when they set out their product

225、s clearly and enable shoppers to save them for laterSHOWING OFF WARESADIDASAGENT PROVOCATEURAPPLETHE BODY SHOPCOASTCROCSEARLY LEARNING CENTREG-STAR RAWH&MHUGO BOSSJOJO MAMAN BEBEKURT GEIGERLENOVOLOEWENEW LOOKRALPH LAURENRAZERREIROBERT DYASSAMSUNGSCOTCH&SODASHOPDISNEYWHITE STUFFWILKOYOURS CLOTHINGThe

226、 leading brands in Merchandising DimensionMay 2022 25 2022 ,distributed by InternetR MERCHANDISINGis most likely to be offered by those selling in the UK(60%;+22pp),France(57%;+7pp)and Germany(56%,+10pp).Zoomable product imagesJust under two thirds(65%)of brands now have zoomable product images on t

227、heir mobile website,following a 3pp year-on-year decline.Images are more likely to be zoomable on mobile sites selling sports and leisure clothing and equipment(82%)and fashion clothing and accessories(71%)and when selling to Portugal(74%)and Iceland(73%).They are less likely to be so when selling c

228、onsumer electronics(24%)or to Greece and Hungary(both 62%).Recommendation strategiesTwo-thirds(66%)of brands now recommend similar products,following an 8pp decline from 74%last year.Brands selling fashion clothing and accessories(70%)are the most likely to do this,followed by those selling maternit

229、y and childrens goods(68%)and homewares(67%).Those selling consumer electronics(40%)and jewellery(59%)are least likely to do so.Brands selling to Portugal(71%)and Cyprus(70%)are more likely to make these recommendations.A third(33%)of brands recommend complementary products ones that will go with an

230、other products they are considering buying to shoppers.Thats 9pp down from 42%a year earlier.Consumer electronics(41%)and homewares(38%)brands tend to use this tactic more than those selling sports and leisure clothing and equipment(31%)and fashion clothing and accessories(32%).Shoppers buying in La

231、tvia(58%)and Lithuania and Hungary(both 55%)are more likely to see products recommended that might go with another item than those buying in the United Kingdom(34%),Iceland and Spain(44%).Just over a quarter(-2pp to 26%of 354 measured on this metric this year and last)of brands offer recommendations

232、 that upsell shoppers to more expensive products.More than half of cosmetics(52%)brand websites do this,as do more than a third of sites selling consumer electronics(36%).However,few jewellers(10%)or fashion clothing and accessories brands(21%)do so.This tactic is often found on sites selling to Aus

233、tria(35%)and Switzerland(31%).HOW DO BRANDS ENABLE SHOPPERS TO SAVE PRODUCTS FOR LATER?Shoppers buying from a leading brand are now more likely to be able to save a product for later than in previous years.But while more than half of brands enable shoppers to save goods on a wishlist,most do not yet

234、 enable them to save their basket.Save shopping cartMore than a third(35%)of retail brands now enable shoppers to save their basket,enabling them to come back later to complete a purchase,even if thats on a different device or at a more convenient time.Thats doubled in the last year,rising by 18pp f

235、rom 17%.Shoppers are more likely to be able to save their basket when they buy from a sports and leisure clothing or equipment shop 46%offer this option.Thats followed by brands selling homewares(40%),fashion clothing or accessories(40%).At the other end of the scale are consumer electronics brands(

236、24%).Those selling to customers in Austria(43%)are most likely to support basket saving,followed by the UK(37%)the latter after 23pp growth.Save to listMore than half(-1pp to 56%)of brands now enable customers to save items to a wishlist.This can be convenient for those who are not yet ready to buy

237、and can mean they will be more inclined to buy when they return.Brands that are more likely to offer this service include those selling maternity or childrens products(74%),cosmetics(69%)and fashion clothing and accessories(61%).Those selling consumer electronics(12%)are least likely to do so.Most b

238、rands selling in Iceland(81%),Cyprus(61%)and Greece(60%)offer wish lists,while less than half of this selling in Sweden,Norway(both 44%)and Croatia(45%)do.nThe percentage of brands localised to a country offering the service in 2020 and 2022Figure 14.To what extent do brands selling in European mark

239、ets enable shoppers to save their basket?United KingdomSwedenAustriaBelgiumFranceGermanyIrelandItalyThe NetherlandsSpainOther countries0%2%4%8%n n 2020 n 20226%RetailX 2021Source:RetailXOnly the UK and Iceland(not shown)showed an increase since 2020.Note:the countries shown here are the ones with th

240、e most localised retailers assessed on this metric.The remaining 22 are averaged to show the Other countries values10%12%14%18%16%20%22%24%28%26%30%32%34%38%36%2022 ,distributed by InternetR 26 May 2022ENGAGEMENTBrands that engage with their customers build confidence by being available to answer th

241、eir questions,while also enabling shoppers to share their honest opinions of a product.RetailX researchers assessed how brands engage with customers across the shopping journey through a range of metrics,starting with engaging on the landing page and going through to the checkout.The findings are se

242、t out below through three questions:how do brands engage with shoppers on the landing page?How do they engage with them at the checkout?How do brands enable shoppers to share products and their opinions of them?HOW DO BRANDS ENGAGE WITH SHOPPERS ON THE LANDING PAGE?When shoppers first arrive at a we

243、bsite,they may well be keen to find out more about the brand they are buying from.Enabling them to follow social media,newsletters and live chat links helps them to get their questions answered.Subscribe to newsletter on the landing pageMost brands now enable shoppers to subscribe to their newslette

244、r(+3pp to 76%)when they arrive on their website.Newsletter sign-up is most often found on brand websites that sell sports and leisure clothing and equipment(84%),fashion clothing and accessories(82%)and jewellery(81%).Its found least often on those selling consumer electronics(46%)and homewares(69%)

245、.Brands are most likely to offer newsletters to shoppers in the UK(78%),followed by the Netherlands(75%),Luxembourg(74%),Switzerland and Ireland(both 73%)and least likely to shoppers buying from Iceland,Slovakia(both 62%)and Greece(64%).Fewer brands selling to Lithuania(-3pp to 68%)offer this servic

246、e than last year.The biggest year-on-year change was in the 5pp increase in the Finnish market to 70%.Social links on the landing pageMost brands share social links for shoppers as they arrive on their website,although the proportion doing so has declined slightly since last year down 3pp to 89%of 3

247、03 retailers assessed on this metric both this year and last.Brands selling maternity and childrens products(99%)are most likely to do so,followed by those selling sport and leisure clothing and equipment(90%)and fashion clothing and accessories(89%).The lowest level of use is among cosmetics brands

248、(82%),although this is still relatively high.Brands are most likely to share social links when selling to Iceland(93%),Luxembourg,Italy and Cyprus(all 92%)and least likely when selling to Greece(-4pp to 82%)and Malta(-5pp to 85%),although again,a relatively high number of brands still do so.Live cha

249、t Fewer brands now offer their customers live chat(-8pp to 3%)within a minute of landing on a website.Those most likely to continue to do so include brands selling cosmetics(8%)and fashion clothing and accessories shops(3%).Only 1%of maternity and childrens products brands and 2%of consumer electron

250、ics shops do so.The service is most available to brands selling in Lithuania(10%)and Slovakia(9%)and least available in the UK(-8pp to 3%)and Germany(-2pp to 3%).How do brands engage with shoppers at the checkout?Brands face a choice at the checkout either to require shoppers to register,or to make

251、that an option while also hosting third-party checkouts.While requiring registration can put an extra hurdle into the shopper journey,it can also help brands get to know their customers.Registration before checkout 66%of brands require shoppers to register before checkout,after an 18pp increase over

252、 the last year from 48%previously.Jewellers Brands that strive to build relationships with their customers stand out in the Engagement DimensionENGAGING THROUGHOUT THE SHOPPER JOURNEYThe leading brands in Engagement DimensionTHE BODY SHOPBOSEBRAVISSIMOCREW CLOTHING COMPANYDREAMSDUNE LONDONELLIS BRIG

253、HAM MOUNTAIN SPORTSERNEST JONESFARROW&BALLH&MHOTEL CHOCOLATLOCCITANELEGOMANGOMARKS&SPENCERNEW BALANCEOLIVER BONASPANDORAPAVERSPHASE EIGHTREISSTRESPASSWHISTLESWHITTARD OF CHELSEAYANKEE CANDLEMay 2022 27 2022 ,distributed by InternetR ENGAGEMENTFigure 15.Registration required before checkoutSpainThe N

254、etherlandsFranceGermanyBelgiumItalyUnited KingdomRest of EEAn Feb 2020n Feb 2022(81%)and those selling fashion clothing and accessories and sports and leisure clothing and equipment(both 78%)are the most likely do so,RetailX research suggests,while those selling maternity and childrens goods(60%)are

255、 least likely.71%of brands in the UK require registration,along with those selling in Germany(49%)and Italy(43%),contrasting with those in Iceland(25%),Croatia(27%)and Latvia(28%).PayPal checkoutJust over a quarter(27%)of brands enable shoppers to use PayPal to pay,a figure unchanged on the previous

256、 year.The checkout is more widely found among brands selling maternity and childrens(36%)sports and leisure clothing and equipment(35%)and fashion clothing and accessories(32%).It is found less among those selling consumer electronics(10%)and homewares(15%).It is also more commonly found in the UK(2

257、8%)and Germany(27%)and less so in Iceland(5%)and Cyprus(-12pp to 8%).How do brands enable shoppers to share products and their opinions of them?Online shoppers who value other peoples opinion of the items they are considering buying can turn to reviews and ratings,or share a product to ask a friend.

258、Share with friendsJust under a third(32%)of brands now enable shoppers to share a product on their website with friends.Thats down 10pp from 42%a year earlier.Shoppers are more likely to be able to do this when buying from a brand selling cosmetics(59%)or maternity and childrens products(41%),and le

259、ast likely when buying from a homewares(28%)or consumer electronics brand(13%).Brands selling to Cyprus(49%),Malta(46%)and Iceland(45%)support this to a greater extent than those selling to Denmark(26%),the Netherlands(28%)or Sweden(28%)although there was a 6pp decrease among brands selling to Swede

260、n.Product reviews and ratings44%of brands now share product views with customers,following a 5pp decline from 49%last year.Shoppers visiting a brand websites selling cosmetics(79%),sports and leisure clothing and equipment(71%)and maternity and childrens products(61%)are more likely to see product r

261、eviews than those selling consumer electronics(28%)or fashion clothing and accessories(39%).Almost half of brands selling to the UK(46%)provide reviews,as do 35%of those selling to Poland,Slovakia,Hungary and France.Only 6%(-6pp)of those selling to Malta and 10%of those selling to Cyprus do so.A sma

262、ll and declining number of brands enabled customers to add their own image to a review(-1pp to 3%).Those most likely to do so included brands selling maternity and childrens(9%),sports and leisure clothing and equipment and jewellery(both 6%).Few of those selling fashion clothing and accessories or

263、cosmetics(both 2%)enable this.Brands selling in Slovenia,Spain,Luxembourg(all 5%)and the UK(4%)are somewhat more likely to enable this than those selling to Iceland(less than 1%),Norway,Romania,Lithuania and Bulgaria(1%).Product rating44%of brands showed product ratings,following a 1pp decline among

264、 the 424 brands measured on this metric this year and last.Brands selling cosmetics(92%)and sports and leisure clothing and equipment(76%)are more likely to show ratings,and those selling consumer electronics(31%)least likely.A large minority of brands selling to the UK(43%)show product ratings but

265、few of those selling to Malta(5%;-7pp)or Cyprus(10%)do so.There were 7pp declines in both Malta and Iceland(to 1 1%).n RetailX 2021Source:RetailX51%65%48%62%48%62%50%59%42%58%43%55%53%28%64%50%Note:Only countries where more than 100 retailers were tested are included 2022 ,distributed by InternetR 2

266、8 May 2022MOBILE&CROSS-CHANNELWith 88%1 of UK adults owning a smartphone in 2021,it makes sense for brands not only to enable shoppers to browse and buy from them but also to use multichannel services that are often operated from smartphones.RetailX researchers analyse the extent to which brands per

267、formance in this Dimension through more than a dozen metrics.Below,we focus on the most significant mobile and multichannel findings,set out through two questions:do brands have a mobile app and do they promote it on their website?How do brands enable shoppers to use their mobile device for multicha

268、nnel services?DO BRANDS HAVE A MOBILE APP AND DO THEY PROMOTE IT ON THEIR WEBSITE?A steadily growing minority of leading brands offer mobile apps,with iOS apps more commonly available than Android apps.As yet,relatively few promote these apps on their websites landing page.iOS app 30%of brands have

269、iOS apps following a 2pp increase from the previous year.Brands selling consumer electronics(56%)and maternity and childrens products(46%)are most likely to have iOS apps,while those selling sports and leisure equipment and clothing(29%)and cosmetics(30%)are less likely to do so.All of the leading b

270、rands that sell in most markets offer iOS apps.In the UK,28%do so,following a 2pp increase.Android appMore than a fifth(23%)of brands now have Android apps,following an 8pp increase over the last year.Brands selling consumer electronics(42%)and jewellery(36%)are most likely to have an Android app,wh

271、ile only 18%of those selling sports and leisure clothing and equipment and 24%of those selling cosmetics do so.All brands selling in markets including Austria,Belgium,Slovakia,Sweden,Romania,Czechia and Switzerland have Android apps,yet only 21%of those selling in the UK do so,following a 7pp increa

272、se.App links on landing page10%of the 303 brands assessed on this metric both this year and last show links to their apps on their landing page.Brands selling fashion clothing and accessories(1 1%)and homewares(9%)are more likely to do so than those selling cosmetics(1%)and sports and leisure clothi

273、ng and equipment(3%).Landing page app links are more often shown to those buying from Cyprus(18%)and Lithuania(15%)than shoppers in Iceland(6%),France or Poland(both 7%).The most significant increase on this metric was in Iceland(+4pp to 7%),while there were small declines in Switzerland(-1pp to 12%

274、),Belgium(-1pp to 1 1%)and Poland(-1pp to 8%).HOW DO MULTICHANNEL BRANDS ENABLE SHOPPERS TO USE THEIR MOBILE DEVICE FOR MULTICHANNEL SERVICES?Fewer than half of those brands that have stores now enable shoppers to find their nearest branch through a store finder on their mobile website,while brands

275、appear to be moving from enabling stock checking for specific stores to showing online stock visibility on their mobile website.At the same time,theres been a rise in the proportion of brands enabling shoppers to reserve that stock for collection,as well as to return unwanted online orders to the st

276、ore.Return to storeJust over half of retailers(+16pp to 55%)now accept online returns in-store,following significant growth over the last year.Those most likely to do so include brands selling maternity and childrens products(73%),cosmetics(72%)and jewellery(69%),while consumer electronics brands(31

277、%)are significantly less likely to do so.The multichannel service is most commonly available in Ireland(55%)PUTTING MOBILE CENTRE STAGEBALENCIAGABATABERSHKACACHE CACHECHRISTCLAIRESEARLY LEARNING CENTREGEOXGLOBUSHUNKEMOLLERJYSKLASCANALONGCHAMPMARKS&SPENCERMASSIMO DUTTIMIOMORGANOBAIBI-OKAIDIOBIORBEAPI

278、MKIESTRADIVARIUSTISSOTTRIPPUNIQLOThe leading brands in the Mobile&Crosschannel DimensionBrands that put the smartphone at the heart of each shoppers buying experience stand out in the Mobile&Cross-Channel DimensionMay 2022 29 2022 ,distributed by InternetR MOBILE&CROSS-CHANNELFigure 16.Percentage of

279、 brands offering a return-to-store service,February 2020n Yesn Nowhile there have been large increases in availability in the UK(+19pp to 55%),Germany(+10pp to 46%)and France(+10pp to 49%).CollectionFewer brands now enable customers to collect their online orders in-store(-6pp to 37%).Brands selling

280、 maternity and childrens goods(61%)and fashion clothing and accessories(48%)are most likely to offer this service,while those selling consumer electronics(15%)are less likely.Collection is most widely available,among Top500 European brands,in Belgium(38%),Spain and Czechia(both 36%),Lithuania and th

281、e UK(both 35%).They are least available in Greece and Iceland(both 14%).The availability of collection services has grown most quickly in Finland,Luxembourg(both+7pp to 32%)and Croatia(+7pp to 35%).It has fallen most sharply in the UK(-6pp to 36%)and Latvia(-6pp to 26%).Reserve and collect Theres be

282、en a significant year-on-year rise in the proportion of brands offering reserve and collect services(+26pp to 30%),which is likely to be linked to the expansion of online selling during and after the Covid-19 pandemic.Reserve and collect is more likely to be available from brands selling fashion clo

283、thing and accessories(38%)and sports and leisure clothing and equipment(38%)and less so from those selling consumer electronics(12%)or jewellery(28%).Reserve and collect is most widely available in the UK market,where use of the service has grown very quickly(+31pp from 2%)over the last year.There h

284、as also been fast uptake from a low base in Finland(+21pp to 24%)and Denmark(+18pp to 22%).No markets showed a decline in use.Store stock checking on mobile web Theres been a sizeable decline in the proportion of multichannel brands those with stores in the local market that enable shoppers to check

285、 store stock from their mobile website,with a 13pp drop to 15%from 28%of 303 retailers assessed on this metric this year and last.Those most likely to do so include homewares(34%),jewellers(28%)and maternity and childrens goods(27%).Those selling consumer electronics(15%)and sport and leisure clothi

286、ng and equipment(16%)do so less often.Shoppers buying from Cyprus(44%)are the most likely to be able to check store stock,while those in the UK and Germany(both 19%)are the least likely.The most notable year-on-year changes were in Iceland(-15pp to 25%),Cyprus(-4pp to 37%)and Finland(+3pp to 25%).St

287、ock visibility on mobile webMore than a quarter(+5pp to 26%)of brands now show the overall availability of stock from their mobile website.Brands that do so include those selling homewares(44%),maternity and childrens products(36%)and jewellers(34%),while consumer electronics(7%)and fashion clothing

288、 and accessories(24%)brands are least likely to do so.Brands selling to Luxembourg(36%),Slovenia(33%)an Spain(32%)are most likely to do so,while those selling to Malta(13%)and Cyprus(15%)are least likely to.Use increased most notably in Italy(+10pp to 28%),Estonia(+8pp to 20%),while there were 1pp d

289、ips in Hungary and the Netherlands.Store finderJust under half of brands that have stores in each local market have a store finder on their mobile website,following a 3pp increase from last year among the 346 brands measured on this metric both this year and last.Jewellers(71%)and cosmetics brands(6

290、7%)were the most likely to do so,while consumer electronics brands(24%)were the least likely.Brands selling to the UK(47%),Iceland and Italy(both 39%)are more likely to do so,those selling to Romania(22%)and Czechia(25%)are least likely.Most regions saw the use of store finders on mobile websites de

291、cline,including most notably Portugal(-9pp to 29%)and Switzerland(-8pp to 31%),while the only increase was in the UK(+3pp).n1 2021Source:RetailX39%61%Figure 17.Percentage of brands offering a return-to-store service,February 2022n Yesn No55%45%Despite or perhaps because of the pandemic closing store

292、s,the average multichannel retailer is much more likely to support returns of online-ordered products to its stores 2022 ,distributed by InternetR 30 May 2022CASE STUDIESGivenchy,founded in 1952 as an haute couture fashion house by Hubert de Givenchy,is now an international luxury brand that sells a

293、round the world through a multichannel business model.The clothing and perfume brand this year celebrates its 70th anniversary as part of the LVMH group.Today it has a presence in 69 countries around the world,including through 50 stores and a global website.It aims to continue its strategy of inter

294、national expansion by opening more than 20 boutiques a year,in capital cities around the world and particularly in the US,Middle East,Europe and Asia.Those international brand values are reflected on the Givenchy website where shoppers can opt to see a localised version by selecting the relevant cur

295、rency and country and separately,the relevant language,from four language options.That means that shoppers can opt,for example,to see the French euro currency website in English,Italian or Mandarin Chinese.They can localise the site to more than 50 different markets,including 28 in Europe.Givenchy s

296、tands out in particular in the Operations and Logistics Dimension of the 2022 RetailX Brand Index for the strength of its delivery and returns promise.On its domestic France website,its promises include a range of delivery options including free delivery and,at a price,morning,Saturday or concierge

297、delivery.Shoppers can also collect from Givenchys three Paris shops.Returns can be made within 30 days of receipt either online,in-store,via courier or a third party drop-off point.Customers can also use the stock checker to find out where an item is in stock.GIVENCHY:flexible delivery and returns G

298、ivenchy also performs strongly across the dimensions,thanks to a site that offers clear navigation and suggests search terms while the customer is typing their query before showing products through a choice of zoomable images.Information on the product page ranges from where products are made to wha

299、t they are made of,and how to care for them,to a size guide and delivery and returns information.Its easy to contact a member of the customer services team,available by email,by telephone and through live chat.Newsletter sign-up and social media links are both available on the home page.In all,Given

300、chy offers depth of customer service through an easy-to-navigate website that performs strongly on xxxxxxxxOPERATIONS&LOGISTICSMay 2022 31 2022 ,distributed by InternetR CASE STUDIESThe Body Shop has always been a campaigning brand and thats something that remains true today.Back in 1976,Anita Roddi

301、ck founded the brand as a cruelty free cosmetics company that didnt test products on animals.Products,sold in refillable packaging,were designed to make customers feel good about themselves.Today the brand is owned by Natura&Co and has been B Corp certified since 2019,with a commitment to campaignin

302、g that still endures.In its UK home market,The Body Shop is currently running a campaign to extend the voting age to 16 and 17-year-olds,while a section of its website explores its history of activism,which it sums up as working“for long-term,systemic social change for the next generation”.In-store

303、it is rolling out refill stations where customers top up on their favourite products while using the same long-lasting aluminium packaging.Over the years it has pioneered an approach to brand values that has become more mainstream in recent years.Today the emerging generation of customers expects th

304、e brands that they buy from to reflect their own values to a greater extent than in previous decades.The Body Shop stands out in The Customer Dimension for its use of product ratings and reviews.The brand illustrates its products with both star ratings and product reviews.Star ratings include sub ra

305、tings for performance,quality and value,while the helpfulness of a review is rated by other customers.Website users can then sort reviews by factors including helpfulness,rating,and recency.Reviews sit alongside in-depth product descriptions which include details of how a products ingredients THE BO

306、DY SHOP:reflecting customer valuesand packaging are made and sourced.The Body Shop website also includes lots of customer-friendly advice,from how to guides to skincare advice alongside more general advice on subjects such as how to relax at stressful times to improving sleep quality.A trending page

307、 points website visitors to the latest products and trends,and the site also has a loyalty club offering points that can be spent on the website as well as special offers and competitions.Customers can also get in touch to ask for help though a live chat service.The Body Shop is one of only 3%of bra

308、nds listed in this index that continue to offer the service to shoppers after an eight percentage point decline over the last year.However,it is in the category cosmetics that has the highest use of live chat,at 8%.xxxxxxxxTHE CUSTOMERxxxx 2022 ,distributed by InternetR 32 May 2022CASE STUDIESMulti-

309、brand swimwear and lingerie company Lascana was founded in Germany in 2006 and,since 2015,has added international dedicated websites for eight further markets,including the US,Switzerland,the UK and Scandinavia.The Otto Group-owned brand has 26 of its own stores in Germany as well as more than 900 s

310、hops-within-a-shop in the market.Lascana has a multi-brand approach and sells both under its own Lascana brand and through a range of other brands,from Bench to Venice Beach.Lascana stands out in the Mobile&Cross-channel Dimension both for its use of mobile apps and for the multichannel services it

311、offers.The brand flags up both its iOS and Android apps on the home page of its domestic German website.Features of the app include an interactive bra guide that enables shoppers to check they have the right fit,as well as access to a free service hotline.Shoppers can save their favourite items to a

312、 wishlist and are offered a 10%discount when they download the app,along with ongoing regular discounts and offers.The brand offers a range of multichannel services that enable shoppers to order online and pick up in store,or return an unwanted online order to a store.Shoppers can collect online ord

313、ers from a Lascana store or concession for free,or from a Hermes parcel shop for free when they spend at least 50.They can return goods they ordered online via Hermes which has more than 16,000 parcel shops in Germany or to a Lascana shop within 30 days of receipt.LASCANA:serving customers across ch

314、annels Users get a 10%discount for downloading the appLascanaDetailed information compliments clear product shotsMOBILE&CROSS-CHANNEL The brand performs strongly in other areas of research,setting out both payment and delivery options on its website,from which it offers social media users quick link

315、s to four channels Facebook,Instagram,Pinterest and YouTube and enables sign-ups to its newsletter.The website also promises that its shipping options are carbon-neutral.The site is easy to navigate and search,with products shown through a range of images as well as detailed information such as prod

316、uct materials and availability.Shoppers can sign up to email alerts to find out when the item they are interested in is back in stock in a particular size.They can also save their favourite items on a wishlist and sign into an account,enabling them to save delivery details as well as adding items to

317、 their basket for later on.May 2022 33 2022 ,distributed by InternetR CASE STUDIESThe Walt Disney Company has been selling branded merchandise related to its cartoons,films and characters since 1987,when it opened its first Disney Store in California.In 2010,it had more than 350 shops but since then

318、 has steadily reduced its numbers,according to Statista figures1.Today,its store locator2 shows just three shops serving Europe in Paris,London and Dublin.Instead,it is taking an online-first approach to selling direct to shoppers in the European market.It also has a large wholesale business that se

319、lls through a range of third-party retailers.The company has two European transactional shopDisney websites,with UK and EU versions of the site.Both emphasise free delivery when shoppers spend at least 50 or 50 while offering multichannel collection and returns services through parcel shop click and

320、 collect locations.Collection costs 2.95 but its free to return an item.In the UK,standard delivery now costs 3.95 for a five-day service,while express next-day delivery is 5.95.Fulfilment information is shared on both the product page as well as the landing page.The Disney website stands out in the

321、 Merchandising Dimension of the Brand Index for its comprehensive approach to site navigation that makes it easy to find a product.The mobile-friendly site offers easy-to-use navigation that is based around the filters that are most relevant in any given category.Shoppers hunting for gifts,for examp

322、le,can search by occasion,by recipient,by price,by franchise,and whether items can be personalised.Similarly,those searching for toys and fancy dress can narrow down their search using filters such as collectibles.The website illustrates products well,with a choice of zoomable images and details alo

323、ngside ratings,reviews and delivery information,which are visible on the product page.From the landing page,shoppers can see delivery and payment information,sign up for newsletters updates and click through to social media sites.Visitors to shopDisney can save an item for later on a wishlist,and at

324、 the checkout,have the option of checking out as a guest or signing in to an account.A no results search shows alternative results and products a strategy that may lead to some incremental sales.The site also links to other parts of the Disney business,including the Disneyland Paris resort.1 www.sho

325、pdisney.co.uk/store-locatorSHOP DISNEY:helping shoppers find the right item onlineshopDisneyNo results searches suggest alternative productsMERCHANDISINGZoomable images makes the most of Disneys IPDisney is taking an online-first approach in EuropeshopDisney 2022 ,distributed by InternetR 34 May 202

326、2CASE STUDIESPandora started life in 1982,with a single jewellers shop in Copenhagen,Denmark,Today,it is a global brand that reaches customers in more than 100 countries across six continents.It takes a multichannel approach that includes an international network of websites and more than 6,800 phys

327、ical points of sale,including about 2,600 concept stores.The brand stands out in the Engagement Dimension for the way that it enables shoppers to share their opinions,using product ratings and reviews,and for its use of social media.From its home brand,Pandora shares links to its social media pages

328、Facebook,YouTube,Twitter,Pinterest and Instagram.It has more than 17m followers on Facebook and more than 8m on Instagram,where it shares offers alongside inspiring and seasonal product images and videos.At the time of research,the site featured a May the Fourth Star Wars promotion featuring its the

329、med jewellery.From its home page,it flags up delivery information and enables shopper to change their market,taking them to the most relevant local currency,payment and delivery options.Engagement continues on the product page,where Pandora tells visitors about each product through a series of image

330、s and information,ranging from which products each charm is compatible with to product reviews and star ratings.Visitors can opt to sort reviews by relevance,by rating and by newness.If shoppers find an item they like,they can save it for later on a wishlist,or drop a hint for a present either by em

331、ail or Facebook.At the checkout,shoppers have to register to pay an approach that means Pandora can learn more about its customers and potentially develop long-term relationships.Pandora also gets to know its shoppers via Club Pandora,which promises fast ordering,exclusive offers and surprises.Custo

332、mers can pay through methods including PayPal since Pandora is one of the 27%of Top500 brands that enable shoppers to use this payment method.On its domestic website,the Danish retailer offers with free,standard three to five-day delivery when shoppers spend at least DKK 399,with express options als

333、o available.Returns can be made for up to 30 days,using a pre-paid return label.Shoppers with a question can ask it via the telephone or live chat,since Pandora is one of 3%of Top500 brands that offer the latter option.PANDORA:sharing your love of jewellery onlinePandoraDanish customers can enjoy free 3 to 5-day deliveryENGAGEMENTThe compatibility of items is key to Pandoras success PandoraPandora