NeweysOnline beats best of class

Private & Confidential© eDigitalResearch 2009

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Private & Confidential© eDigitalResearch 2009 1

Newey & Eyre

neweysonline eMysteryShopper17th November 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


Agenda

Background and methodology

Executive summary

Shopper Profile

Customer journey

Final Assessment

Recommendations and conclusions


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


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


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


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


Agenda

Background and methodology

Executive summary

Shopper Profile

Customer journey

Final Assessment

Recommendations and conclusions


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


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


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


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


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


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.


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.


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


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


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


Please rate website on the following aspects(% Max)

n = 50

Strong scores across the board – 100% for stock availability details!!!!!!!

19


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


Neweysonline performs well when compared to other transactional website sectors

22

81% neweysonline

83% office / stationary

83% Supermarket / food

77% Music / Entertainment77% DIY / Home

79% General Retail79% Fashion

76% Electrical

Overall Results% Max

Business

NeweysOnline beats best of class