Report: Online Gift Card Buying Needs Work

We just published a new report, Online Experiences For Buying Gift Cards Need Work.

The report examines the Websites of 12 companies using Temkin Group’s SLICE-B experience review methodology.

Here’s the executive summary:

Gift cards are a popular choice for consumers, especially around the holidays. Almost all major stores and restaurants sell them online. How user-friendly are those online purchasing processes? To answer this question, we used Temkin Group’s SLICE-B methodology to evaluate the experience of 12 large companies: three grocers (Kroger, Publix, and Safeway), three electronics retailers (Apple, Best Buy, and Radio Shack), three department stores (J.C. Penney, Kohl’s, and Macy’s), and three restaurant chains (Applebee’s, Chili’s, and Outback Steakhouse). Outback Steakhouse and Radio Shack were the only sites to receive an “excellent” rating. At the other end of the spectrum, Safeway, Chili’s, Kroger, and Best Buy were at the bottom with “mediocre” ratings. Many of the sites lacked key functionality such as free shipping, sending the cards at a later date, and sending multiple cards in a single order.

Download report for $195

Here are the overall results:

Download report for $195

The bottom line: Make it easier for people to give you money

About Bruce Temkin, CCXP
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, culture, interaction design, customer service, branding 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 Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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