The customer feels more like they are truly central in an online shop than when they visit a physical store. Web shops score higher on customer centricity than offline retailers. We learn this from the Customer Centric DNA (CC DNA) study . The CCDNA study was conducted for the second time this year. A in the study for the first time, and guess what? Online retailers score higher on aspects related to customer contact than offline retailers.
The online retail sector has customer centricity most in its DNA of all ten sectors that we new zealand telegram data included in the CCDNA study. Even stores that have both an offline and an online channel score higher online on customer focus. A good example is H&M, winner of the CCDNA Award 2012 in the category online retail. The H&M webshop is rated better on the aspect of 'putting the customer first' than the physical stores.