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7/28/2019 Online Retail Research Report 2012
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The other lines moving aster
Adventures in
Retail
A research report on the changing relationship
between consumers and traditional retailers
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Introduction
Over the last decade, the world o retail has seen its greatest
transormation in modern times. Gone are the days o customers
only being able to make purchases by physically visiting a shop. Now,
with the prolieration o home computers, smartphones, tablets and
iTV, there are more channels and devices than ever or brands to
interact with consumers. This situation has naturally brought with it an
opportunity to reach larger audiences, but also numerous challenges.
The modern customer now expects more rom retailers than just apositive experience in store. Brands must replicate their values and
services digitally in order to meet these expectations and stave o the
threat rom their ellow high street competitors and online specialists.
But, as this study o UK and US consumer habits shows, as digital
continues to become integral to many peoples lives, traditional retailers
are alling behind, creating a substantial shortall between what is being
provided to customers and what customers actually want.
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Adventures in Retail: The other lines moving fasterBrand Perfect 3
Virtual high streets?
Although the type o service being sought could dier depending
upon context, eg. someone using a tablet might want to browse
high resolution product videos whereas a smartphone user
might want to add something quickly to a grocery list customers
expect the quality o the service they receive online to match
that which they get in high street stores. But is this happening?
We asked consumers to give their opinions o shopping online
with 10 o the UK and USs top retailers. Tellingly, only a minority
o respondents rated these brands as their preerred online
retailers. In the UK and US respectively Tesco and Walmart were
reported as providing the best online shopping experience o
those on the list, but they were also chosen as the two brands
oering the worst experience too. Just 17% o UK consumers
asked put Tesco at the top, with Argos and John Lewis coming
in behind them with 15% and 10% o the vote. These brands
may take some comort rom their results, with supporting
comments rating them variously or consistency o message,
design and layout across multiple platorms, but its clear rom
such a low share o the overall rating that even those at the top
Executive summary o statistics
62% o UK and 40% o US consumers dont rate the top high
street shops online
Consumers cite slow loading (64%) and diculty in nding
products (55%) as the top two irritations when shopping online
29% o respondents said poor design was a major reason or
aborting an online shopping attempt
Good or bad, most people share their eelings about their
online shopping experiences with riends and amily 9 out
o 10 UK and US consumers share bad experiences
O those who buy using a mobile device, only 3%4% would
spend more than 500 online, compared to 34% o people in
the UK and 42% in the US who would be willing to do so rom
a desktop computer
The British public trust mobile phones less than their US
counterparts when it comes to shopping 71% o UK
respondents (almost three quarters) said they wouldnt use
a smartphone or other mobile phone to purchase goods,
whereas in the US the gure ell to 42%
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Adventures in Retail: The other lines moving fasterBrand Perfect 5
Over a quarter o consumers also highlighted their positive
experiences with BestBuy (26%) and almost one in ve voted
or Target (19%). However, as with Tesco in the UK, Walmart,
perhaps suering in relation to some o those retailers native
to the web, was also selected by 10% o consumers as providing
worst overall experience online and BestBuy received a high
volume o stinging comments rom respondents, including
criticisms o its perormance on smartphones and reports o
poor customer service and the act that oten prices are
dierent between in-store and online. So although some US
stores appear to be making better progress than their UK
counterparts, theres still much to be done.
o the list have plenty o work still to do when it comes to
providing the service that their customers truly wish or.
The brands joining Tesco at the top o the list or those rated
the worst have even more to worry about. Among those
consumers saying Debenhams oered the worst experience
were comments such as its desktop site being messy and that
it was not easy to nd items and other popular brands like
Argos (also eatured on the Interbrand chart), Next and IKEA
are still struggling to satisy some o the more basic online
shopping requirements, such as site perormance and web
browser compatibility, clear communication and ensuring all
their products available or online ordering.
Things are a bit better in the US. One in three (37%) shoppers
singled out Walmart as their preerred online store. With its
multi-platorm approach and consistent brand messaging, its
oering sets a bar or British retailers to aim or.
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Setting the standards
The more complementary and cohesive the experience o the
physical and the digital across devices and touchpoints, the
better the customer experience.
Branding is not just about how your website looks. Its about the
experience provided to customers who increasingly rate technical
perormance and user experience just as highly as aesthetics.
Brands need to build an awareness o this into their plans rom
the outset, and outline their own technical standards to their
design and development partners.
The insurance group Aviva plc has set a great precedent here
by publishing its own standards or developers as an open
access document (see the link index at the end o this report).
This document provides an excellent starting point or brands
that do not currently oer standards guidance to the agencies
they work with. Working to a predetermined standard provides
not only a better experience or customers, it also saves money
and development time and can help oster a mutually respectul
relationship with technical partners.
Brand Perect
Regarding emerging technology standards, which should be
inorming the decisions brands are making, the much-discussed
HTML5 standard has the potential to smooth the development
o many web-based projects.
Alan Tam, Director o Product Marketing with Brand Perect
ounders Monotype is a vocal advocate: HTML5 provides a
consistent and standardised digital medium or brands to
eciently and eectively reach their audience across a sea o
devices with ragmented platorms and screen resolutions.
As well as being exible enough or desktop and mobile web
design and development, and that required or rich media
advertising and web applications, Tam adds that, In the mobile
space, HTML5 makes a nice starting point, and is complementary
to native development.
Adventures in Retail: The other lines moving aster 9
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No smarts please, were British
As with most sectors, mobile is an important growth area or
retailers today, but or consumers, despite the smartphones
inltration into many o our everyday lives, ears still persist
about buying on them.
In the US shoppers are more trusting, with 58% regularly making
purchases on their phones, compared to just 29% o people in
the UK. This dierence in use carries through to tablets too, with
three quarters (75%) o British consumers not willing to use a
tablet or shopping, whereas more than hal o people in the US
(53%) are happy to do so. But despite this willingness in the US
to buy rom mobile, shoppers are reluctant to do so when it
comes to high-value purchases, and the preerred device or
online shopping on both sides o the Atlantic remains the desktop
PC. When it comes to digital, 33% o UK and 41% o US consumers
said that this was how they liked to shop. Brands have o coursebeen investing in creating services or the home computer or
ar longer than they have or mobile and tablet use, and its little
surprise that this more embedded shopping method is the most
avoured. But just what is it thats holding customers back rom
embracing mobile spending?
Online shopping provides consumers with the convenience o
being able to shop wherever and whenever theyre within reach
o a telephone signal, and, i the sellers are doing their jobs
properly, with whomever they wish. Theres little need to re-state
the enormity o the opportunity brought about by aordable
smartphones, tablets and netbooks, and with the launches this
year o Apples iPad Mini, Googles Nexus 7 and Nexus 10,
Amazons new Kindle Fire and a range o phones and tablets
rom smartphone leader Samsung, this Christmas will see the
market explode to a size barely imaginable a couple o years ago.
The problem or shoppers is not a technological one. Theyre
more than comortable with using their devices to buy music,
rent movies and, yes, to shop, shop, shop. Only theyre not
necessarily doing these things with the high street vendors.
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2. Next
Conusing messaging on an emailed
order conrmation rom Next,
attempting to clariy its payment
processes. Note this is coupled with a
rustrating Do not reply instruction.
1. John Lewis
Screen grab o johnlewis.com taken
rom a Nexus 7. Retailers with
smartphone-optimised sites are
missing a trick by serving these bydeault to users o increasingly
popular 7 tablets.
3. Argos
Screen grab o the LEGO branded
section o the Argos site, taken on a
13 MacBook Pro, highlighting some
serious text ormatting problems.
Examples
Brand Perect
1 2
3
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4. Boots
In the contest or lengthy menu
systems, Boots are right up there
with John Lewis. On their mobile
site it takes seven pages to get tothe eye shadow.
5. Walmart
Screen grab o Walmarts mobile
site taken on a Galaxy Nexus.
The site was the slowest loading o
those we tested, and there was no
zoom enabled or the items shown.
Examples
6. BestBuy
This iPhone 5 screen grab shows
you can get our menus or the
price o one at BestBuy. 4
Brand Perect
5 6
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7. Tesco
Tesco has done a great job o its
Tesco direct mobile site. The design
is exemplary and the site is intuitive
and on the iPhone 5 in Saari, wasvery quick. (It was a bit slower in
Chrome on a Galaxy Nexus.)
8. Tesco
Unortunately, when it comes to
the desktop, Tesco isnt quite
so up-to-date. The main menu
system, an overlay, is conusinglynot-quite-alphabetical. Thanks to
this, a simple task, such as nding
the television section, could take
more time than it needs to.
Examples
7
Brand Perect
8
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Gone in the blink o an eye
UK and US consumers shared the same rustrations when
shopping online. Two thirds (67%) o UK and more than hal o
US shoppers (51%) cited slow loading times as the top reasontheyd abandon a purchase. Following this were issues with site
navigation and diculty nding products (50% UK and 41% US),
and too many steps to purchase (40% o UK and 37% o US).
Poor customer service was also reported as problematic by a
quarter o shoppers (UK 26%; US 24%).
Research rom Google this year (see link index) has shown that
just 400 millisecondsliterally, the blink o an eyeis too long
or many people to wait or a web page to load. People will visit
a site less oten i it is slower than a close competitor by more
than 250 milliseconds.
Retailers must invest more in design support when creatingdigital services or their customers, to maintain brand consistency
across online and ofine activities, and to have the expertise on
hand to properly consider user experience. It is part o a brands
responsibility to ensure they communicate eectively with
Slow browsing - pages or product images are
slow to load
It isnt easy to use, e.g. I cant nd the product I want;
I cant move around the site with ease
Too many steps when I try to purchase goods
Not being able to gauge size
Having to register
Not being able to try on
Not being able to get a eel or quality
Not being able to see true colour
Poor design
There is a lack o customer support
Not being able to touch products
Payment process
Design doesnt reect the brand
Other (please speciy)
1,568
1,048
780
633
560
525
518
499
465
461
401
386
306
153
86
66.8
49.7
40.4
35.7
33.5
33.0
31.8
29.7
29.4
25.6
24.6
19.5
9.8
5.5
their design and technical partners, and consult with them as
early on during the process as possible to make the best use
o their knowledge.
When shopping online, what are the biggest irritations and/or whatwould make you abort?
UK respondents by %
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Adventures in Retail: The other lines moving fasterBrand Perfect 21
Site is easy to browse, e.g. it is easy to navigate
Site is secure
Site would load and unction properly
Site is easy to read, e.g. the ont is clear
Site is well designed
Site is just as easy to use as the website
Site would link to my account and enable
quick shopping
Site looks and eels authentic
Other (please speciy)
60.9
58.8
51.5
43.8
42.5
42.2
27.6
26.3
4.6
1,005
612
591
518
440
427
424
277
264
46
Gerry Leonidas, a senior lecturer with the Department o
Typography and Graphic Communication at the University o
Reading agrees that design is o paramount importance when
it comes to online shopping.He says,Even in well-establishedbrands that enjoy considerable trust by consumers, an onlineexperience that is inconsistent, unintuitive, or o-brand will
either turn people o online shopping, or lead to abandoned
browsing and purchasing,
I you shop online using a cell, tablet or desktop device how could your
shopping experience be improved?
US respondents
Nine out o 10 cats
Brands also need to bear in mind that people who dont have
happy shopping experiences arent just walking quietly over to
the competition. A soberingly high volume o customers willshare news o their poor experiences. Not only with riends and
amily, but also through social media, voicing their complaints
directly and publicly. When asked the question: Would you tell
amily and riends about a bad online shopping experience?
90% o respondents said they would.
The good news is that this cuts both ways. Word-o-mouth
recommendations have always had a powerul eect on brand
equity but, when those opinions are online, the inuence can be
multiplied. Making mobile shopping social can give customers
a range o opportunities to share with their peers and with
brands themselves. And in the UK, 82% o people said they would
tell amily and riends about a good online shopping experience,
with those in the US even more willing to spread the love, with
90% saying the same. Word-o-mouth recommendations are
like advertising nirvana or brands. Almost hal o US (43%) and
a third (27%) o UK respondents say they value advice rom
amily and riends when making their online shopping decisions.
by %
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Intelligent, good looking and easy to talk to
That there is an opportunity to appeal to consumers by building
brand consistent, seamless services should give encouragement
to traditional retailers, many o whom have long-establishedbrand cach on the high street, which can be transerred online
and to a broader market. The trick is to ensure digital is a boon
and not a bane.
UK and US consumers agreed that improving the navigation
and unctionality o retail sites would benet the overall user
experience, making it easier and more pleasurable to shop.
Both visual and service design are crucial. Rob Le Quesne, design
consultant at global digital service design agency Fjord,
comments, I there is one thing retailers need to do in order to
succeed in these changing times, it is to put people rst. Its no
longer acceptable to consider a brands online and in-store
experience as two separate propositions. Retailers need tobetter understand the human behaviours associated with
shopping and use technology to ampliy the things that humans
can do together.
The top three requests highlighted by our research are or online
shopping to be made:
Saer (61%)
Easier to navigate (57% UK; 59% US)
Faster (52%)
Any process that asks customers to provide personal nancial
inormation must have robust security, yet stories in the past
year, such as the attacks on Amazon-owned shoe vendor Zappos,
Microsot Indias online store and Apples in-app payment system,
demonstrate that even the worlds tech giants are struggling
against todays increasingly sophisticated cyber criminals. But
bricks-and-mortar sellers shouldnt be too quick to say I-told-
you-so. In October, hackers bugged card readers in 63 Barnes
& Noble stores across the US.
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I have had people walk out on me beore, but not when I was
being so charming
Replicating the ofine shopping experience online is tough. 49%
o consumers in the UK and 52% in the US said that not beingable to touch a product beore purchase was the main drawback
to shopping online. At the moment, the simplest means o
overcoming this is to oer a reliable, no uss and ree o charge
returns policy, but unortunately 41% o people in the UK and
47% in the US think this is also missing.
Marketers want insight into consumers thinking at the moment
they are making a decision about whether or not to buy. Whenever
someone arrives at this point, theyll look to various sources o
inormation to inorm their decision. Online brands not only have
the ability to provide direct access to many o these sources at
the point o purchase, they can also track a users decision-
making with web analytics, which means theres little excuseto continue making the wrong call time and again.
Imagine i you will that youre looking or a Christmas present
or a loved one. You stumble upon something that could be right,
but just need a little non-partisan encouragement. Most online
stores now include customer reviews, yet ew stores are willing
to publicly display a stream o bad reviews, however helpul
these might be in the long-term to buyers. But when it comes
to social media, all voices need to be heard to have any chanceo developing a reputation as an honest brand.
Our research shows 36% o UK and 44% o US consumers will
turn to search engines to research a product. This research
inorms their buying choices even more than recommendations
rom amily and riends, which stand at 26% in the UK and 43%
in the US. At 26%, the third most popular source o shopping
inormation and inspiration comes in the orm o reviews rom
trusted publications, outpacing social media darling Facebook,
which still accounts or a not-to-be-snied at 16% inuence.
Imagine then that as well as the on-site customer reviews you
nd accompanying that possible Christmas present purchase,youre served up extracts rom product reviews in the media,
and mentions rom social networks.
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Adventures in Retail: The other lines moving fasterBrand Perfect 31
By building this kind o thinking into their products, retailers are
going to keep hold o site visitors or longer and have more o
an inuence over their eventual decision-making. Fjords Rob
Le Quesne agrees. By embracing the human elements involved
in shopping, brands can oer customers more personalisedcontent rom browsing online through to in-store purchases
and in doing so build more customer loyalty and ultimately,
more protable relationships.
The connection a brand orms with its audience is vital to
spearheading growth and development. Thoughtul design and
brand cohesion are essential when looking to transer a
customers shopping condence rom the high street to the
digital world. This means placing investment in both traditional
branding disciplines (colour, layout, typography, logos and tone
o voice, etc.) and user experience design (ease o use, expected
unctionality and clear communication) side by side as central
to a retail brands digital success.
Checkout
Retailers must address the common problems highlighted
in this studyslow loading, weak site design, poor customer
service and mobile device securityto translate the aithcustomers have in their in-store services to their online
experiences.
Important progress in digital has been made by all o the brands
covered by our research, as well as by many others, but in order
to deliver the seamless brand perormance customers want,
its essential that brand managers, marketers and brand creatives
work together with designers and developers at all stages o
the planning and execution o their digital strategy.
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The town mouse and the country mouse
Even once theyve addressed all o the issues laid out in this
report, with over hal o all users saying that speed is a major
problem when attempting to shop online, its clear that substantialinvestment in service inrastructure rom operators is an essential
component o online retail success.
Its ironic that the shoppers who have access to the best
connections are also those closer to the high street. According
to Ocom, in the UK, superast broadband is only available with
any degree o reliability in major cities, and even then some key
regions or the digital industry, such as Brighton in the south-east
and Bristol in the south-west, where users are subsequently
going to be more inclined to use new technology, service isnt
quite up to scratch.
This year during the Summer Olympics, London Undergroundcontracted Virgin Media to provide ree public Wi-Fi to Tube
users in parts o London, and a similar initiative by Google gave
the same access to passengers using areas o New Yorks
subway system. Both programmes were universally welcomed.
Coinciding with this, the UK government outlined plans to have
the best superast broadband in Europe, with 90% o homes
benetting rom it by 2015, while President Obama ranks the
need or the widespread availability o high connection speeds
so highly that it has been a point o note in his last two State othe Union addresses, with the USs Federal Communications
Commission pledging in 2010 that 98% o the US will benet
rom 4G coverage by 2020.
In the UK, where many people in Wales, Cumbria and the west
o Scotland are deprived o broadband speeds much beyond that
youd expect rom old dial-up services, recently rolled-out 4G
coverage looks like it might improve the lot o some customers
even sooner than that. But this is as yet untested technology and
i shoppers are currently not condent in spending rom the
desktop, will they be happy doing so rom a mobile device, where
the issue o security plays even more on peoples minds?
In the not-too-distant uture, when superast broadband is universally
available in Britain and the US, the brands that heed the advice
outlined in this report will be the ones to gain a competitive edge
and go on to thrive in the ever-expanding world o digital retail.
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Research methodology
In August 2012, market research agency Opinion Matters
surveyed 1,568 online shoppers in the UK and 1,005 in the US.This report has been based upon the results o that survey. On
the ollowing pages you will nd a demographic breakdown
o those surveyed, along with the ull results o the research.
We selected our two lists o traditional retailers based on
Interbrands UK and US lists o the Top 10 Retail Brands o 2012.
Our lists were adjusted to ensure they covered comparable
sectors. In the US we dropped Amazon and eBay (as web-rst
retailers), adding in Nordstrom and Publix (ranked 11th and 12th
by Interbrand). We also added in Topshop and removed ASDA
in the UK, to cover as wide a set o demographics as possible.
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Potential participants or online responses were identied using
both the Opinion Matters online panel as well as a trusted partner
that adheres to the same strict codes o conduct and research
guidelines. These are actively managed, online global panels
recruited or market research purposes. All panelists have gonethrough a double opt in process and have agreed to participate
in online surveys, and to provide honest opinions or market
research studies. A wide range o recruitment processes are
used or the panel including reerral, web advertising and public
relations, to partner-recruited panels and alliances with web
portals that experience high volumes o user trac.
Respondents did not receive an incentive or joining the panel,
but either receive points or each completed survey or are
entered into a prize draw, where or this survey they had the
opportunity to win a prize with a value o 500. Points accrued
can be redeemed or money or go towards charitable donations.
For each survey, panelists are sent an invitation to participate
in the survey (via email); invitations are sent on a random basis
within the target groups or the research.
Brand Perect
Each invitation reiterates the terms and conditions or the
research, including the potential uses by the researchers o the
inormation provided, although they are reminded that personal
identity and other personally identiable details o the respondents
will be protected.
All research conducted by Opinion Matters adheres to MRS
Codes o Conduct (2010) in the UK. Within these parameters
there are guidelines that ensure all research is carried out in a
proessional and ethical manner. Furthermore, all members o
ESOMAR and AIMRI Opinion Matters abide by the ICC/ESOMAR
International Code on Market and Social Research.
Opinion Matters is registered with the Inormation Commissioners
Oice and is ully compliant in accordance with the Data
Protection Act. The company is also certied under Quality
Assurance Scheme IS0 9001.
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Not being able to touch products
Not being able to try on
Returning goods easily
Not being able to get a eel or quality
Not being able to see true colour
Being able to browse
Face to ace customer service
Finding something I wasnt expecting
The thrill o nding what I want
In-store brand experience
Shopping with riends
Other
49.0
43.9
40.6
48.6
36.9
31.1
26.2
26.5
12.5
12.2
9.7
1.6
52.0
49.8
46.9
46.7
33.4
29.0
28.8
26.3
16.0
15.6
13.8
1.0
769
689
636
762
579
488
411
416
196
191
152
25
523
500
471
469
336
291
289
264
161
157
139
10
by % by %1,568 1,005
UK
respondents
When shopping online, what things do you miss about the in-store
retail experience?
US
respondents
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I do not shop on this device1-50
51-100
101-200
201-500
500+
71.3
11.3
7.0
4.8
3.6
2.1
1118
177
109
75
56
33
by %1,568UK respondents
Mobile/Smartphone
How much would you limit yoursel to spending when using the ollowing devices:
Tablet iPad, Galaxy tab, etc. Desktop PC, Mac, laptop, etc.
75.8
6.4
5.2
4.7
4.0
3.9
1189
100
82
73
63
61
1,568 by %
1.1
33.9
21.0
17.7
14.1
12.2
17
531
329
278
221
192
1,568 by %
I do not shop on this device
$1-50
$51-100
$101-200
$201-500
$500+
No set limit
41.9
12.017.4
15.9
8.5
4.2
0.1
421
121175
160
85
42
1
by %1,005US respondents
Cell/Smartphone
How much would you limit yoursel to spending when using the ollowing devices:
Tablet iPad, Galaxy tab, etc. Desktop PC, Mac, laptop, etc.
47.0
5.37.6
10.7
18.1
11.2
0.1
472
5376
108
182
113
1
1,005 by %
1.4
9.414.1
14.1
19.2
41.5
0.3
14
94142
142
193
417
3
1,005 by %
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About Brand Perect
Brand Perect is a Monotype initiative that has been conceived to
help brands keep pace with technological change and learn how
to deliver seamless interactive experiences to their audiences.
It is supported by contributions rom developers, designers, creative
agencies and brands. It is open to stakeholders involved in creating,
developing and delivering branding in interactive media.
The Brand Perect Maniesto
Learn what brands need rom agencies and technology, andconvey this to the wider technology industry and standards bodies
Provide brands with insight through specic industry research
Reduce the complexity o designing and implementing technology
enabled brand experiences by dening best practice
Connect organisations with design and development experts to
help them deliver better brand experiences, at lower costs andthat will require less time to get to market
Brand Perect
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brandperfect.org is the home o our community o designers, brands
and developers. On the site youll nd an editorially curated selection
o opinion pieces, brand case studies and interviews by Brand
Perect advocates, as well the opportunity to get news o and priority
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brandperect.org | @brandperect
Link index
Brand Perects Adventures in Retail report:
http://brandperect.org/brandperectreport.pd
Aviva web and mobile standards:
http://standards.aviva.com
Ocoms Fixed Broadband Map or the UK (2012):
http://maps.ocom.org.uk/broadband
Google user response to load times article:
http://nyti.ms/UVDmsA
Google page speed general advice:
http://bit.ly/theneedorspeed
TechCrunchs Everything You Always Wanted To Know About HTML5
(But Were Araid To Ask):
http://tcrn.ch/WjB4Pb
Adventures in Retail: The other lines moving aster 55
7/28/2019 Online Retail Research Report 2012
30/30
Adventures in Retail: The other lines moving fasterBrand Perfect 57
Julie Strawson
+44 (0)1737 781624
Neil Ayres / Editor
07775 023 758
Laura Liggins / Designer
Laura Barnard / Illustrator