In the heated contest for digital shoppers and their online dollars, retailers and media alike often focus on “the numbers”—on basic metrics like revenue and year-over-year sales growth.
Such measures, however, are limited in what they tell us about online retailers and their overall performance.
Field Agent, a retail-auditing and insights firm, asked 1,039 shoppers to rate one of four major online retailers: Amazon, Walmart, Target, and Jet. Our purpose was to understand how shoppers perceive some of today's most powerful digital retailers and, ultimately, to gauge which of these is winning the battle for the shopper's mind.
To facilitate comparison between retailers, Field Agent asked a variety of questions, including:
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