Amazon has topped Indicator, Retail Week’s benchmarking of the UK’s top retailers’ digital prowess.

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Amazon rises to the top after placing second in last year’s inaugural Indicator study as the retailer’s strength in logistics and ecommerce set it apart from rivals. 

Retail Week Indicator, in partnership with Google, is an in-depth study into the customer shopping journey of 176 UK retailers.

The audit of front-end digital capabilities assesses 30,000 data points and crosses four categories – marketing, logistics and customer service, cross-channel and ecommerce – to give a 360-degree view of which retailers are winning in which areas, and where others need to improve.

All retailers were scored against each performance category, as well as their financial performance. The category scores were aggregated to create an overall Indicator score per retailer.  

Logistics was Amazon’s strongest area. In fact, it topped Indicator’s logistics ranking

Amazon offers a comprehensive delivery offer including same-day, 90-minute, next-day, nominated-day, Saturday, Sunday and evening delivery. It also offers a wide range of click-and-collect options, including collecting from Amazon Lockers, of which there are 2,200 in the UK, Doddle and the Post Office.

Its delivery subscription service Amazon Prime also sets it apart. More than quarter of the British population have an Amazon Prime account and benefit from unlimited next-day deliveries, which helps boost purchasing frequency at the retailer.

H&M ranked second in Retail Week Indicator, rising from 18th last year. The fashion giant has invested heavily in digitising its business over the past year including improving website visuals, adding more competitive delivery options and utilising technology such as visual and voice search.

PositionRetailerSectorMarketingLogisticsCross-channelEcommerceIndicator score
1 Amazon General merchandise 56.3 86.9 32.4 81.5 69.1
2 H&M Fashion 75.9 67.1 65.3 62.9 65.3
3 John Lewis Department store 80.5 65.2 72.6 58.2 65.1
4 Asos Fashion 63.2 83.7 32.4 68.8 64.0
5 Marks & Spencer Department store 80.5 58.8 75.6 54.3 62.3
6 JD Sports Fashion 54.0 70.9 52.9 63.2 62.1
7 Argos General merchandise 42.5 67.4 76.8 59.4 61.3
8 Screwfix Home & DIY 39.1 62.6 57.1 65.8 61.0
9 Zara Fashion 51.7 62.9 75.9 53.4 60.5
10 Boots Health & beauty 86.2 39.3 72.1 59.4 60.2
11 Dixons Carphone Electricals 48.3 61.0 56.8 63.6 59.5
12 Apple Electricals 45.4 44.1 75.0 60.3 59.1
13 Tesco Food & grocery 82.8 57.5 60.6 47.2 56.6
14 Next Fashion 51.7 61.7 48.8 62.2 56.4
15 Sainsbury’s Food & grocery 65.5 76.7 55.9 42.5 55.6
16 eBay General merchandise 62.1 63.3 17.1 67.0 54.9
17 B&Q Home & DIY 54.0 45.0 74.1 53.4 54.5
18 River Island Fashion 55.2 60.1 60.0 52.6 53.7
19 Asda Food & grocery 37.9 59.4 61.2 50.8 53.4
20 Schuh Fashion 51.7 59.1 58.5 47.0 52.4
21 Ikea Home & DIY 81.0 39.6 61.8 47.3 52.2
22 Urban Outfitters Fashion 73.6 37.1 58.2 50.1 52.0
23 Oasis Fashion 42.5 65.2 51.2 49.0 51.9
24 WiggleCRC Leisure & outdoors 69.0 51.1 22.4 63.3 51.7
25 Morrisons Food & grocery 78.2 49.8 46.5 46.8 51.0
26 Farfetch Fashion 54.0 48.2 42.9 55.0 50.4
27 Holland & Barrett Health & beauty 62.1 57.5 42.4 48.6 50.1
28 Matchesfashion.com Fashion 40.2 70.6 21.8 55.6 50.0
29 Go Outdoors Leisure & Outdoors 58.6 31.9 58.5 50.5 49.7
30 Burberry Fashion 48.9 43.5 61.2 47.9 49.3
31 Ocado F&G 58.6 81.8 15.3 48.8 48.5
32 AO.com Electricals 47.1 62.6 17.6 55.9 48.0
33 Selfridges Department Store 49.4 53.7 37.1 49.4 47.9
34 Game Entertainment 80.5 46.0 52.1 43.9 47.7
35 Boohoo.com Fashion 64.4 56.5 24.1 44.6 47.2
36 Karen Millen Fashion 52.9 58.5 47.1 44.0 47.2
37 Halfords Leisure & Outdoors 48.3 46.0 47.9 46.2 47.1
38 Mint Velvet Fashion 41.4 43.5 37.6 53.0 46.8
39 Office Fashion 50.6 51.1 50.6 45.8 46.6
40 Yours Clothing Fashion 40.2 50.8 23.5 52.8 46.6
41 Quiz Fashion 49.4 37.1 49.4 47.6 46.5
42 Superdrug Health & beauty 80.5 31.3 40.6 45.7 46.4
43 Coast Fashion 42.5 50.2 42.9 46.2 46.3
44 Zalando Fashion 49.4 41.5 17.1 57.0 45.5
45 Made.com Home & DIY 51.7 55.0 35.0 45.9 45.5
46 Yoox Net-a-Porter Fashion 49.4 61.3 13.5 52.1 45.5
47 Uniqlo Fashion 57.5 36.1 34.1 47.7 45.3
48 Lakeland Home & DIY 42.5 51.1 38.5 48.1 45.2
49 The Body Shop Health & beauty 70.1 38.3 28.2 48.6 45.2
50 Waitrose Food & grocery 56.3 55.0 42.4 38.6 45.1
51 Evans Cycles Leisure & outdoors 52.9 49.2 40.6 51.6 45.0
52 Lush Health & beauty 47.1 40.3 28.2 52.6 44.9
53 N Brown Fashion 48.3 60.7 22.9 48.3 44.9
54 Aldi Food & grocery 47.1 38.0 39.4 45.8 44.3
55 Missguided Fashion 49.4 65.8 23.5 45.4 44.2
56 Wickes Home & DIY 49.4 70.6 33.5 34.9 43.9
57 Feelunique Health & beauty 64.4 40.9 15.3 54.6 43.6
58 Shop Direct Fashion 50.6 54.0 17.1 49.0 43.5
59 Mothercare Fashion 65.5 49.5 59.1 60.3 43.3
60 Waterstones Entertainment 65.5 34.5 41.8 44.1 43.1
61 Childrensalon Fashion 66.7 39.6 14.1 48.7 43.0
62 DFS Home & DIY 43.7 44.7 48.5 39.2 43.0
63 Outdoor and Cycle Concepts Leisure & outdoors 52.9 39.9 40.0 44.4 42.8
64 Footasylum Fashion 50.6 51.1 34.1 40.8 42.6
65 Pets At Home General merchandise 57.5 47.3 53.8 30.9 42.6
66 Topshop Fashion 50.6 39.6 66.5 45.5 42.4
67 Topps Tiles Home & DIY 44.8 58.1 37.4 37.1 42.2
68 Hobbycraft General merchandise 59.8 40.3 26.5 44.0 41.9
69 Claire’s Fashion 57.5 24.9 34.7 47.2 41.8
70 Superdry Fashion 43.7 34.2 44.7 40.6 41.7
71 The Entertainer Entertainment 43.7 43.5 49.1 35.2 41.5
72 Dreams Home & DIY 42.5 55.6 35.3 36.7 41.3
73 Monsoon Fashion 64.4 51.4 29.4 40.3 41.2
74 Harvey Nichols Department store 64.4 37.1 37.1 37.8 41.2
75 Sports Direct Fashion 58.6 19.2 37.1 46.3 41.1
76 House of Fraser Department store 73.6 35.8 60.0 53.5 41.0
77 Lovehoney Health & beauty 39.1 51.4 8.2 49.5 40.9
78 Reiss Fashion 54.0 34.8 36.5 40.8 40.9
79 Wilko General merchandise 54.0 30.7 38.2 47.6 40.9
80 New Look Fashion 58.6 70.0 58.8 41.9 40.7
81 Hobbs Fashion 56.3 44.1 38.8 36.8 40.6
82 Ryman General merchandise 41.4 54.0 24.1 42.5 39.9
83 Sofology Home & DIY 48.3 56.9 30.6 35.7 39.5
84 Gap Fashion 67.8 33.2 34.7 47.3 39.4
85 Robert Dyas Home & DIY 29.9 48.2 33.5 43.7 39.3
86 Moss Bros Fashion 40.2 45.7 30.6 40.3 39.3
87 Dunelm Home & DIY 48.3 41.2 37.4 35.2 39.2
88 Bathstore.com Home & DIY 32.2 43.1 33.2 44.7 39.0
89 Joules Fashion 40.2 28.8 35.9 42.1 38.9
90 Jack Wills Fashion 55.2 33.2 38.2 36.3 38.8
91 Victoria Plum Home & DIY 40.2 62.0 4.7 42.9 38.7
92 Birchbox Health & beauty 58.6 26.2 11.8 46.1 38.6
93 Matalan Fashion 77.0 24.9 38.2 33.2 38.4
94 Whistles Fashion 39.1 39.0 37.6 36.7 38.2
95 Clarks Fashion 51.7 36.4 46.8 33.1 38.2
96 The Works General merchandise 63.2 21.7 31.2 40.0 38.1
97 Liberty Department store 67.8 32.6 24.7 36.6 38.1
98 Sweaty Betty Fashion 43.7 33.2 22.9 43.4 38.1
99 All Saints Fashion 43.7 43.5 26.5 41.1 38.0
100 Ted Baker Fashion 54.0 32.3 42.4 31.6 37.7
101 French Connection Fashion 50.6 37.7 37.1 36.1 37.6
102 QVC General merchandise 40.2 27.5 14.7 49.8 37.4
103 Furniture Village Home & DIY 39.1 36.4 32.9 40.3 37.4
104 Gymshark Fashion 55.2 43.5 7.6 32.0 37.4
105 The Hut Group Health & beauty 51.7 52.1 4.7 42.9 37.3
106 White Stuff Fashion 43.7 39.9 25.9 43.9 37.2
107 The White Company Home & DIY 50.6 40.9 22.9 37.9 37.1
108 Boux Avenue Fashion 58.6 51.4 22.9 35.6 36.7
109 Space NK Health & beauty 58.6 43.1 20.6 34.2 36.7
110 Amara Home & DIY 42.5 56.5 8.8 41.5 36.6
111 Fat Face Fashion 44.8 39.6 30.6 34.5 36.3
112 Phase eight Fashion 34.5 36.4 30.6 39.4 36.3
113 Crew Clothing Fashion 41.4 40.3 25.9 38.2 36.2
114 Iceland Food & grocery 64.4 41.5 12.4 35.6 36.2
115 Jigsaw Fashion 37.9 33.9 30.6 41.1 36.2
116 Notonthehighstreet.com General merchandise 33.3 33.2 2.4 57.9 36.2
117 TM Lewin Fashion 33.3 36.4 19.4 43.0 36.2
118 Kurt Geiger Fashion 50.6 41.2 38.2 29.8 36.0
119 MandM Direct Fashion 46.0 45.4 7.6 39.9 35.8
120 Hotel Chocolat F&G 63.2 38.0 34.1 25.7 35.7
121 Debenhams Department store 63.2 56.5 39.1 43.7 35.4
122 Oliver Bonas Fashion 43.7 31.9 18.8 40.1 35.2
123 Dune Fashion 41.4 40.9 29.4 32.3 34.9
124 WHSmith Entertainment 36.8 31.9 22.4 37.7 34.6
125 The Range Home & DIY 50.6 25.2 25.3 36.6 34.4
126 Laura Ashley Home & DIY 57.5 40.9 25.3 44.3 34.3
127 Shoe Zone Fashion 41.4 33.2 28.2 33.5 34.0
128 Moonpig General merchandise 50.6 38.7 8.8 37.8 33.9
129 Mountain Warehouse Leisure & outdoors 40.2 35.1 24.7 31.7 33.7
130 Victorian Plumbing Home & DIY 25.3 43.8 11.2 42.6 33.3
131 Ann Summers Fashion 28.7 36.4 19.4 41.7 33.1
132 Peacocks Fashion 44.8 23.0 25.9 36.1 33.1
133 Fenwick Department store 32.2 35.8 37.1 33.8 33.0
134 Home Bargains General merchandise 37.9 33.9 21.2 33.5 33.0
135 SCS Home & DIY 35.6 44.1 15.3 34.9 32.9
136 TK Maxx Fashion 58.6 25.6 22.4 32.4 32.9
137 Mamas & Papas Fashion 36.8 43.8 40.6 26.5 32.5
138 Jessops Electricals 20.7 37.7 32.1 33.2 32.1
139 Boden Fashion 37.9 40.3 18.8 31.6 31.9
140 Card Factory General merchandise 43.7 37.1 15.3 32.4 31.7
141 Woolovers Fashion 40.9 39.0 14.7 37.7 31.6
142 Homebase Home & DIY 41.4 31.3 35.0 27.9 31.6
143 Allbeauty Health & beauty 48.3 44.7 5.9 32.8 31.3
144 Fortnum & Mason Food & grocery 35.6 44.4 15.9 28.1 31.1
145 Charles Tyrwhitt Fashion 32.2 38.3 19.4 35.9 31.0
146 Houseology Home & DIY 56.3 37.7 2.4 36.6 30.9
147 Paperchase General merchandise 69.0 42.5 25.9 36.0 30.8
148 Loaf Home & DIY 29.9 44.7 20.0 28.8 30.7
149 Majestic Wine F&G 24.1 32.3 30.6 30.5 30.6
150 Cath Kidston Home & DIY 42.5 23.0 19.4 34.9 30.5
151 Bonmarché Fashion 43.7 24.9 21.2 33.7 30.3
152 Harrods Department store 59.8 28.8 24.1 27.0 30.1
153 Oak Furniture Land Home & DIY 31.0 27.8 12.9 36.0 30.0
154 Bravissimo Fashion 41.4 37.1 15.9 31.2 29.9
155 Hamleys Entertainment 37.9 43.8 18.2 29.2 29.2
156 Eve Sleep Home & DIY 31.0 50.5 8.8 26.5 28.6
157 Finery Fashion 44.8 33.9 4.7 34.1 28.4
158 BrandAlley Fashion 54.0 22.4 4.7 31.6 28.0
159 Sofa.com Home & DIY 28.7 26.8 24.1 31.0 27.5
160 SecretSales Fashion 50.6 19.2 11.2 31.6 26.4
161 B&M General merchandise 28.7 10.2 19.4 29.8 25.7
162 LloydsPharmacy Health & beauty 34.5 28.8 25.3 21.9 25.7
163 Primark Fashion 50.6 8.3 17.1 25.9 25.5
164 Lidl Food & grocery 35.6 16.0 24.1 24.0 24.5
165 SilkFred Fashion 49.4 21.7 4.7 30.8 24.1
166 PetsPyjamas General merchandise 39.1 19.8 2.4 33.8 23.5
167 Green Man Gaming Entertainment 35.6 14.7 0.0 35.7 23.0
168 Carpetright Home & DIY 33.3 32.3 30.0 31.2 22.5
169 Booths Food & grocery 37.9 26.5 14.1 21.2 21.5
170 Brighthouse Home & DIY 13.8 45.0 5.9 22.5 21.3
171 Tapi Home & DIY 15.6 19.8 9.4 25.1 20.5
172 Poundland General merchandise 29.9 14.7 10.6 20.1 19.6
173 The Co-operative Food Food & grocery 39.1 24.6 17.6 11.0 19.4
174 McColl’s Food & grocery 16.6 10.9 21.2 18.5 19.0
175 Flying Tiger Copenhagen General merchandise 28.7 8.3 10.6 16.8 17.3
176 TOFS Fashion 17.2 13.4 10.6 16.3 13.8

All scoring runs from 0 to 100, with 100 being the maximum score.

To understand how Retail Week measured retailers’ digital capabilities, please read the methodology.

Further information

For any further information, please contact Luke Tugby, deputy editor at Retail Week.

Luke.Tugby@retail-week.com