Amazon has topped Indicator, Retail Week’s benchmarking of the UK’s top retailers’ digital prowess.
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.
Position | Retailer | Sector | Marketing | Logistics | Cross-channel | Ecommerce | Indicator 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.