REGIONAL DIVE-IN
UK
Overall score
This year's scoring methodology narrowed the scoring gap between brands in the UK, meaning that the winners were less distinct than last year. The country saw a three-way tie in its overall score between The Ordinary/Deciem, Hunter Boots, and The Body Shop. Each scored 59%, exceeding the overall UK average of 44%. While their overall scores were the same, each excelled in a particular area.
Overall score by category
Email Experience
Customer Experience
Cross-Channel Experience
EMAIL EXPERIENCE
WINNER
The Ordinary/Deciem scored highest in the email experience category. It stood out thanks to its use of a non-discount-based newsletter signup prompt and its use of a clear and visible preference center in emails. The brand also scored highly on email content, combining dynamic content and compelling, engaging copy. Its triggered email campaigns also helped increase engagement.
CUSTOMER EXPERIENCE
JOINT WINNERS
Hunter Boots tied with activewear retailer LNDR for the highest customer experience score. LNDR enticed consumers with product demonstration content including video, and also embraced mobile platforms with SMS options for customers. Hunter Boots built a robust end-to-end user experience that extended from its website through the checkout process and post-purchase customer care. It included a feedback sequence that helped maintain its relationship with customers while fostering a cycle of continuous improvement.
CROSS-CHANNEL EXPERIENCE
WINNER
The Body Shop's focus on live chat and cross-platform ad retargeting won it the top score in the cross-channel experience category. It excelled at retargeting ads across social, search, and shopping channels.
of UK brands sent welcome emails
of UK brands offered alternative payment methods
of UK brands provided a live chat option
