Report: Best and Worst of Online Gift Card Purchasing Experiences

1311_OnlineGiftCardExperience_COVERWe just published a Temkin Group report, Best and Worst of Online Gift Card Purchasing Experiences. The research uses Temkin Group’s SLICE-B Experience Review methodology to evaluate eight retailers. Here’s the executive summary:

Gift cards are an important component of a retailer’s offering, but how effectively do their websites support the sale of these items? To evaluate the user-friendliness of the online gift card purchasing process, we used Temkin Group’s SLICE-B experience review methodology to asses the user experience at eight large retailers: CVS, Walgreens, Target, Walmart, Barnes & Noble, Amazon, Starbucks, and Dunkin’ Donuts. Walmart earned the top score for its exceptional functionality, while the user could not complete the purchasing goal at either Target or Walgreens. The positive and negative elements of the experience varied across companies, but many failed to provide a printable order summary, a recognizable starting point, or a confirmation that the gift card had been received.

Download report for $195
BuyDownload3Here are the overall results of our SLICE-B experience review that examines six elements of the experience: Start, Locate, Interact, Complete, End, and Brand coherence.

1311_OnlineGiftCardResults

Download report for $195
BuyDownload3

The bottom line: Make it easier to purchase gift cards

About Bruce Temkin
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, marketing, interaction design, customer service, and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

One Response to Report: Best and Worst of Online Gift Card Purchasing Experiences

  1. I am surprised that Barnes & Noble ranks higher than Starbucks. With the amount of Starbucks gift cards being given as gifts, i would think that Starbucks would have the most user friendly process.

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