Homebase’s online store has been rated as the worst in the UK with shoppers complaining about the retailer ignoring complaints and selling products that were actually out of stock.
The Which? annual online shops survey asked more than 7,500 of its members to rate the most popular online shops based on experiences they have had in the past six months. They were asked to consider a variety of factors including value for money, product range, ease of ordering, deliveries and product quality.
The most highly rated shops in the consumer watchdog’s survey were all specialist retailers, with LizEarle.com (93%), RicherSounds.com (93%) and WexPhotoVideo.com (93%) all tying in first place. Customers told Which? that these shops offered top service, great value for money and an extensive range of items.
Meanwhile, Homebase.co.uk achieved the lowest customer score of just 57%. Shoppers gave the retailer just two stars for range of products and two stars for value for money.
The online stores of two Mike Ashley-owned brands – HouseofFraser.co.uk (60%) and SportsDirect.com (60%) – also languished near the bottom alongside DIY.com (B&Q) (59%), and WHSmith.co.uk (62%). Complaints about these retailer’s online stores included high delivery costs, stock issues and difficulty in using the websites.
Harry Rose, Editor of Which? Magazine, said: “We continue to see the same brands performing poorly in our survey, with some of the bigger retailers offering disappointing levels of service and inferior websites which often seem to run out of stock.
“Our research shows that if you value a genuinely enjoyable shopping experience, then you might be better off with a smaller brand that can offer a more personalised service.”
Top online retailers:
Bottom online retailers:
NAM Implications:
- For these retailer online rankings, read future market shares…
- …if you really need to put this survey in perspective.
- The future of retail (not just online) is about meeting consumer need…
- Surprise, surprise…
