It comes as little to no surprise that another study has found that consumers are usually quite happy with their experience doing business online with Amazon.com, Netflix, L.L. Bean and Apple Computer.
Perhaps more surprising is that a number of merchants known more for their bricks than clicks are making strides and getting higher marks from consumers who shop them online.
According to ForeSee Results' Top 40 Online Retail Satisfaction Index, web sites operated by Sears, J.C. Penney, Old Navy and Target were rated as the most improved.
"We were surprised by this year's list, particularly the success that multi-channel retailers like Sears and J.C. Penney, who have a traditional brick-and-mortar heritage, have had with Web shoppers," Larry Freed, president and CEO of ForeSee, told CNNMoney.com.
"In the past we have generally seen the pure-play Internet retailers outshine the traditional multi-channel retailers. If these traditional multi-channel retailers can keep focused on the customer and continue to achieve these types of improvements, they will [become] a tough set of competitors for the pure-play online retailers," he said.
Sears offered one example of an improvement appreciated by online shoppers. "Sears this year added customer reviews to its site and it resonated well with consumers," said Mr. Freed.
Surprisingly, Wal-Mart was not among those being given marks for improvements by consumers. Although the retailer made a number of improvements to its online experience in an overhaul completed in October, Mr. Freed thought the changes took place too near to the holidays. He suggested consumers who were already familiar with Walmart.com were forced to start from scratch with the new site and it "became a distraction."
Amazon, said Mr. Freed, continues to define e-tailing. The site is "developing as a hybrid between a shopping site and a comparison shopping research tool."
Discussion Questions: What are your takeaways from the findings of ForeSee Results' research? What e-tailer gets your nod for the most improved?