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Online satisfaction slipped at Walmart

An annual holiday e-retail satisfaction report produced by analytic's firm ForeSee showed a slight deterioration in Walmart’s satisfaction score during the holidays.

Amazon.com, LLBean.com and QVC.com were the top three retailers on ForeSee’s Annual Holiday E-Retail Satisfaction survey while Walmart.com fell in the middle of the pack.

This is the eighth year the customer experience analytics firm has conducted the survey examining shopper satisfaction with the nation’s top e-commerce players. Rounding out the top 10 in order of their appearance were Vitacost.com, Esteelauder.com, Vistaprint.com, 1800contacts.com, Keurig.com, Scholastic.com. Avon.com and Cabelas.com. The satisfaction report results are based on 24,000 responses from visitors to the top 100 Web sites between Thanksgiving and Christmas with each company assigned a score on a 100 point scale. Walmart scored a 78 this year compared to 79 last year.

That put the company dead on the aggregate customer satisfaction score which stagnated at 78 this year while a few big-name retailers suffered declines. For example, Apple’s online retail store slid 4% to 80, slipping from a tie for second place and out of the top five entirely, registering its lowest score in four years. PC competitor Dell.com also fell 4% to 77 and below the Index average. But the biggest year-over-year decline goes to JCPenney.com, with a 6% decline to 78.

"This year, we’re seeing that even some of the largest companies in the country are at risk if they lose sight of customer satisfaction," said Larry Freed, ForeSee president and CEO. "Satisfaction with the customer experience, when measured correctly, is the most important predictor of future success, and while Amazon clearly gets it, Apple stumbles from their usual focus on the customer experienceDell, and J.C. Penney seem to be struggling to find their way, which could make them extremely vulnerable to competitors."

Amazon.com continues to set the standard for customer satisfaction, matching the record high of 88 it set last year in the holiday edition of the Index. Amazon has had the highest scores in the Index for eight years in a row.

"At this point, Amazon has been dominant for so long and has such a history of focusing on the customer, its hard to imagine anyone else coming close," Freed said.

Shopper Satisfaction with Top 100 Online Retailers in the U.S., Holiday 2012
Website
Holiday 2011
Holiday 2012
Year-Over-Year Point Change
Amazon.com

88

88

0
LLBean.com

81

85

4
QVC.com

83

84

1
Vitacost.com

NM

84

NA
esteelauder.com

NM

83

NA
Vistaprint.com

83

83

0
1800Contacts.com

83

82

-1
Keurig.com

NM

82

NA
Scholastic.com

NM

82

NA
Avon.com

83

81

-2
Cabelas.com

79

81

2
HSN.com

76

81

5
Newegg.com

82

81

-1
1800Flowers.com

NM

80

NA
Blair.com

NM

80

NA
chicos.com

NM

80

NA
freshdirect.com

NM

80

NA
HPShopping.com

80

80

0
Kohls.com

79

80

1
MusiciansFriend.com

NM

80

NA
Netflix.com

79

80

1
OrientalTrading.com

NM

80

NA
Shutterfly.com

NM

80

NA
Store.Apple.com

83

80

-3
VictoriasSecret.com

81

80

-1
Walgreens.com

NM

80

NA
BN.com

81

79

-2
EdibleArrangements.com

NM

79

NA
Nordstrom.com

77

79

2
saksfifthavenue.com

NM

79

NA
Sony Store, Online

74

79

5
Target.com

76

79

3
WeightWatchers.com

NM

79

NA
Williams-Sonoma.com

80

79

-1
amway.com

NM

78

NA
AnnTaylor.com

NM

78

NA
Costco.com

79

78

-1
DisneyStore.com

NM

78

NA
FootballFanatics.com

NM

78

NA
HomeDepot.com

78

78

0
JCPenney.com

83

78

-5
MicrosoftStore.com

NM

78

NA
OfficeDepot.com

75

78

3
ShopNBC.com

NM

78

NA
SierraTradingPost.com

NM

78

NA
SportsmansGuide.com

80

78

-2
Walmart.com

79

78

-1
BestBuy.com

78

77

-1
cdw.com

NM

77

NA
Dell.com

80

77

-3
EddieBauer.com

NM

77

NA
gamestop.com

NM

77

NA
Gap.com

73

77

4
Grainger.com

NM

77

NA
JCrew.com

NM

77

NA
Macys.com

78

77

-1
NeimanMarcus.com

78

77

-1
net-a-porter.com

NM

77

NA
OfficeMax.com

75

77

2
Peapod.com

NM

77

NA
RalphLauren.com

NM

77

NA
Staples.com

78

77

-1
symantec.com

NM

77

NA
thebay.com

NM

77

NA
UrbanOutfitters.com

NM

77

NA
AE.com

NM

76

NA
BassPro.com

NM

76

NA
BlueNile.com

NM

76

NA
CVS.com

NM

76

NA
FootLocker.com

NM

76

NA
Hayneedle.com

NM

76

NA
Nike.com

NM

76

NA
NorthernTool.com

NM

76

NA
REI.com

NM

76

NA
TigerDirect.com

79

76

-3
Toysrus.com

75

76

1
Abercrombie.com

NM

75

NA
AutoPartsWarehouse.com

78

75

-3
Buy.com

74

75

1
efollett.com

NM

75

NA
Lowes.com

NM

75

NA
Overstock.com

72

75

3
PCMall.com

NM

75

NA
Sears.com

75

75

0
ShoeBuy.com

NM

75

NA
shopmyexchange.com

NM

75

NA
wayfair.com

NM

75

NA
FTD.com

NM

74

NA
PCConnection.com

NM

74

NA
shop.com

NM

74

NA
crateandbarrel.com

NM

73

NA
Nutrisystem.com

NM

73

NA
RueLaLa.com

NM

73

NA
Fingerhut.com

NM

72

NA
Gilt.com

NM

72

NA