Ipermercati Iper chain is the top Italian retailer in terms of online performance in 2016, according to rankings compiled by BEM Research.
The hypermarket chain, belonging to the Finiper group together with the banners La grande i and Unes, recorded an average score of 53.6 points.
With a gap of about 7 points, supermarket chain Esselunga ranks in second place, followed by French sports retailer Decathlon.
The top 10 includes Italian cooperative and supermarket chain Coop; French DIY retailer Bricocenter; supermarket chain Bennet; French grocery retailers Carrefour and Auchan; as well as Gamestop and Euronics. The average ranking for the top 25 brands of the FMCG sector is equal to 33 points.
Ipermercati Iper has the greatest online visibility, followed by Esselunga and Coop; while Bricocenter is top for the loading speed and usability of the homepage, followed by Decathlon and Bennet.
According to Mariachiara Marsella, web marketing manager of BEM Research, the retailers with the best online performance had improved their relationships with customers in recent years, especially through traditional sales channels, and thus increased sales.
Also, the results highlight the importance of interacting with users with digital tools, even when sales take place mainly in brick & mortar stores. In this context there are exceptions, such as discount chains which have excellent sales performance but are not among the top ranking retailers on the BEM list.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up for ESM: The European Supermarket Magazine
