Private & Confidential© eDigitalResearch 2009
ClientScreenshot here
For informed direction
Private & Confidential© eDigitalResearch 2009 1
Newey & Eyre
neweysonline eMysteryShopper17th November 2009
Private & Confidential© eDigitalResearch 2009
Surveyor activity
2
41 Account holders
9 Non - account holders
50 completes
5 click & collect
13 delivery
23 non-
purchases
1 click & collect
2delivery
6 non-
purchases
18 purchases 3 purchases
Private & Confidential© eDigitalResearch 2009
Agenda
Background and methodology
Executive summary
Shopper Profile
Customer journey
Final Assessment
Recommendations and conclusions
Private & Confidential© eDigitalResearch 2009
Which of the following best describes you?
4
All surveyors were experienced at buying electrical equipment as part of their jobs
26%
62%
0%8%
4% General Tradesman
Qualified Electrician/Installer
Facilities manager
Purchasing/Admin
Other
n = 50
Private & Confidential© eDigitalResearch 2009
Which of the following online activities, if any, have you participated in?
(Please select all that apply)
5
And are typically internet savvy
n = 50
How would you describe your level of experience of using the internet?
n = 50
Private & Confidential© eDigitalResearch 2009
Which of the following Electrical Wholesalers have you used in the past month? (please select all that apply)
6
The most recently used supplier is Screwfix, while 10% used Newey & Eyre
76%
22%14% 10% 10% 10% 10% 8%
2% 2% 2% 0%
n = 50
Private & Confidential© eDigitalResearch 2009
Have you ever bought electrical supplies online?
7
All surveyors have experience researching or buying electrical supplies online
n = 50
Yes, and I did the ordering
Yes, but someone else did the ordering on my behalf
No, but I did research products online
No, I haven’t bought or researched buying electrical
products online
Private & Confidential© eDigitalResearch 2009
Agenda
Background and methodology
Executive summary
Shopper Profile
Customer journey
Final Assessment
Recommendations and conclusions
Private & Confidential© eDigitalResearch 2009
The homepage scores well across key criteria and achieves a similar NPS to Gil-Lec.
9
Recommend(Net Promoter
Score)
16
-2
32
34
Screwfix
RS components
Gil-Lec
Neweysonline
n = 50
I think the layout is fantastic. Everyone wants a site that is navigable and has excellent search facilities for specific
supplies.
Please rate the following aspects of the homepage
(% Max)
n = 50
Private & Confidential© eDigitalResearch 2009
neweysonline’s performance is at least on par or exceeds both RS and Screwfix
10
n = 50 n = 50 n = 50 n = 50
Q. Please rate the following aspects of the home page? All answers are %max
Private & Confidential© eDigitalResearch 2009
Browsing and searching for products on Neweysonline was found to be easy and performed better than RS and Screwfix
11
Recommend(Net Promoter Score)
42
22
18
42
20
4
38
38
Screwfix
RS components
Gi-Lec
Neweysonline
Browsing Searching
n = 50
Product categories are too complex, and the number of clicks to find any one item is too high
The results came up with too many items not related to what I had searched for
It was no fuss and whilst not a pretty site it was very functional
It just takes a couple of clicks to get to the products you want to have a look at or buy
Private & Confidential© eDigitalResearch 2009
Surveyors typically used the ‘online search tool’ and almost all searches on neweysonline were successful, with 77% completing their search in under 15 seconds.
12
Which of the following best describes how you went about
searching for your chosen products?
n = 150
Approximately, how long did it take you to find the item?
Immediately
15 Seconds
30 Seconds
1 minute2+ minutes
n = 150
Private & Confidential© eDigitalResearch 2009
Neweysonline compares well overall, particularly on navigation and ease of search
13
n = 50 n = 50 n = 50 n = 50
Q. Please rate the following aspects of the browsing experience
Private & Confidential© eDigitalResearch 2009
Surveyors felt the information they needed to input was as expected,
14
n = 50
A lot less than
expectedA little less
than expected
As expecte
d
A little more than expected
A lot more than expected
How much information do you need to give the system to find what you
want?(%)
Rate the search results for(% Max )
When completing searches I found them fast and reliable with only
relevant results being brought up.
Private & Confidential© eDigitalResearch 2009
Surveyors felt the information they needed to input was as expected,
15
n = 50
A lot less than
expectedA little less
than expected
As expecte
d
A little more than expected
A lot more than expected
How much information do you need to give the system to find what you
want?(%)
Rate the search results for(% Max )
When completing searches I found them fast and reliable with only
relevant results being brought up.
Private & Confidential© eDigitalResearch 2009
Similar performance across the range and product pages, although there seems to be scope to improve the quality of images across all suppliers
16
n = 50 n = 50 n = 50 n = 50
Q. Please rate the following aspects of the product pages
Private & Confidential© eDigitalResearch 2009
Browsing the site was found to be easy
17
87%
96%
83%85% 85%
82%85%
Easiness of adding other items to your
purchase
Clarity of individual product costs
Quality of the images Overall impression of product pages
Extensiveness of the product offering
Presentation of products within each
category
overall impression of the range
Please rate the following aspects of the product pages(% Max)
n = 50
Private & Confidential© eDigitalResearch 2009
Neweysonline shopping basket performed well when compared to other suppliers
14
32
20
44
Gil-Lec
RS Components
Screwifx
Neweysonline
Please tell us how likely you would be to recommend this site based on the shopping basket?
(Net Promoter Score)
n = 50
The shopping basket was superb. It was easy to use and I could easily add or remove an item at
any time during the shopping process.
I did not have to register first to place items in the shopping basket.
I disliked how 'busy' the space around the shopping basket was as it was far too crowded with other offers.
Clear list of goods in basket. Image of product in basket.
Can not delete items from basket until checkout.
18
Private & Confidential© eDigitalResearch 2009
Please rate website on the following aspects(% Max)
n = 50
Strong scores across the board – 100% for stock availability details!!!!!!!
19
Private & Confidential© eDigitalResearch 2009
Strong scores across logging in and registration suggest process is simple and customers are finding the site easy to use
20
n = 41
Detractors
Passives
Promoters
NPS: +48 INFORMATION REQUIREDI had to complete a lot of
information in one go but on the upside this means it will not have
to be entered on subsequent occasions (promoter)
BENEFITSThey don't really tell you what benefits there are in registering. (Passive)
OPT-INSMarketing opt in was ticked YES as default
(detractor).
82%
88%
86%
Are thebenefits ofregistering
clear?
Please ratethe ease ofregistrationand login:
Please rateyour overallimpression
of thelogging in
Private & Confidential© eDigitalResearch 2009 21
n = 50 n = 50 n = 50 n = 50
Neweysonline’s shopping basket compares favourably with its nearest competitors
Q. Please rate the following aspects of the shopping basket