Can anyone say, "Matrix Boots" ?

Online Experience Shapes Shoppers' Perception of Brand

By Rama Ramaswami

At last--one place where Wal-Mart isn't at the top. The retail behemoth placed fourteenth in a study of the customer experience offered by 20 leading online retailers. The survey of 2,000 customers, conducted by market research firm Vividence Corp., evaluated each retailer's site on more than 250 measures of the customer experience. Not surprisingly, Amazon.com topped the list, followed by Barnes & Noble, Circuit City, and eBay. Wholesaler Costco hit rock-bottom, coming in at No. 20. So why should you care?

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