New Singapore customer experience report ranks e-commerce retailers

SINGAPORE - May 2, 2021 - PRLog -- During a friction test conducted in late 2020, run_frictionless measured one customer's experience shopping for contemporary ethnic wear from Singapore.

Three companies in Singapore were friction tested including Little Nyonya Batik, Utopia Apparel, and Yeo Mama. Of the three companies, Little Nyonya Batik presented the least amount of friction in the buying process, scoring a 3.4.

Little Nyonya was the friction leader and 30% more effective than its nearest rival, Yeo Mama. Friction is any obstacle preventing a customer from making a buying decision. The greater the friction, the more difficult it is for an organization to create a customer.

The customer experience report suggests some customers like Priscilla Lee are unlikely to shop online from independent apparel stores. Retailers blocked Priscilla online and instead, insisted she come in-store. Priscilla couldn't access their websites from her phone during her lunch breaks.

Read about this friction test and others like it here https://runfrictionless.com/blog/ecommerce-customer-exper...