2013-10-01 17:01:14 - A website that works well is often a very good indicator of a well-performing business, and that goes for the top retailers around the globe.
Brands with the best-functioning websites are often those doing well in the marketplace, because those who really focus on their business can’t fail to see the value of their online ’Shop window’ – whether or not they are selling online or just using their digital presence to help persuade potential customers to enter their stores.
The Sitemorse Global Top 250 retail website index is a unique benchmark of the websites of the world’s top retailers, produced exclusively for the World Retail Congress 2013.
Held over a three day period this year in Paris during early October, the World Retail Congress provides the critical context, new ideas and challenging thinking for senior retailers to understand the "new retailing" that is about to emerge
from the global recession.
US-based retailers account for an impressive eight of the top 20 places in the table of the Top 250 global websites, with seven of them new to the upper echelon.
Following a change to the testing this quarter that takes into account the key trading websites of retailers rather than their corporate sites, the Americans have delivered a strong performance with eight merchants in the top flight compared with five in Q2.
Among them are Kwik Trip which moved up six places into fourth spot, Stater Bros, up 15 places to sixth position, Big Lots climbing 17 places to eighth spot, and Nordstrom, which moved up 70 places to 11th overall.
This represents a dramatic turnaround from the first quarter of 2013 when the top 20 contained only two US-based retailers.
However, they have failed to dent the top three in Q3, which sees Nordic grocer ICA retain its top spot with a score of 7.49 out of 10, and Spar Group holding on to its third place. Splitting the pair this quarter is Dutch merchant C&A that moves up two places into second spot with a score of 7.24.
The success of the US has to some extent come at the expense of UK and Germany that have a depleted presence in the top 20 this quarter. British retailers take up only one place with new entry Associated British Foods standing in 13th spot, compared with three last time, while Germany has The Tengelmann Group, Aldi and newcomer Rewe-Zentral in the top 20 compared with five operators in Q2.
The scores for the Top 250 table are created by Sitemorse using its automated software that reads the first 125 pages of each retailer’s site and places them in a ranked table of relative performance based on six key criteria - function, code quality, user experience, accessibility, performance and SEO capability.
Other newcomers to the top end of the table include Jerónimo Martins from Portugal, which is the highest placed new entry this quarter in seventh place, FDB (Co-op Danmark) from Denmark, and Maxeda from the Netherlands.
The websites of European and US retailers continue to dominate the global 250, with Hong Kong-based merchant Uny (Apita) the only name from outside those two continents represented in the top 20.
Japan is able to celebrate having the biggest riser of Q3 with Best Denki moving up 116 places to 82nd spot, which managed to beat French-based Casino Guichard-Perrachon which rose 113 places, and US retailer GameStop, jumping up 107 places.
Sitemorse CEO Lawrence Shaw is a member of the expert judging panel for the 2013 World Retail Awards (#worldretail), the retail industry's most prestigious accolade, for the fourth time.
Now in its seventh year, the World Retail Awards brings together a top-ranking group of board-level specialists to analyse entries. An extensive range of Sitemorse tests will once again be used as part of the review process for entrant company websites to ensure they meet high standards.
About the Index
The scores for the Global Top 250 retailers table are created by Sitemorse (www.sitemorse.com) using its automated software that reads and reviews the first 125 pages of each site and places them in a ranked table based on User Experience (UX), Governance, Risk and Compliance (GRC) and Search Capability (SEO).
The quarterly Index Website Review, powered by the Sitemorse software platform, is an important independent benchmark that clearly shows how websites are performing, meeting compliance levels and satisfying their users. It’s also a key indicator for website managers who, while always wanting to be at the top of their game, could be hampered by poor-performing suppliers, non-compliant legacy content or content management systems that often fail to spot errors affecting user experience.
Sitemorse services such as Governisation and the Web Management Toolkit immediately find the issues that affect web users the most on any website, help demonstrate real improvement and ensure you have control and confidence in your web presence.
They will help you minimise unnecessary risk, issues covering everything from compliance with web standards to helping you deal with malware, protect your brand across even a large web presence, and enhance search engine optimisation to help more potential customers find you. They can help spotlight content that may need updating, issues with staff training and support, and focus supplier management. We offer a confidential internal 'company wide' website testing and benchmarking service - allowing you to review the position of all the sites in your organisation. Contact us to request further details and / or an example.