Online store services and delivery is the primary factor driving customer satisfaction with online shoe retailers, even more so than price, according to the J.D. Power and Associates 2012 Online Shoe Retailer Satisfaction Report.^SM The report finds that, while more than 70% of online shoe shoppers select their online retailer because of price, online store services and delivery--which includes ease of placing an order, variety of delivery options, and speed of delivery--is the main driver of customer satisfaction.

Overall satisfaction with online shoe retailers averages 824 (on a 1,000-point scale). The report, which is based on responses collected in October and November 2012 from 2,464 consumers who made an online purchase from an online shoe retailer in the past 12 months, measures overall satisfaction with online shoe retailers based on seven factors. In order of importance, these are online store services and delivery; in-stock availability of merchandise; variety of merchandise offered; competitiveness of pricing; usefulness of information; website/online store; and contact with customer service.

"The highest-ranked online shoe retailers perform well in online store services and delivery, as well as in-stock availability of merchandise and variety of merchandise offered," said Sara Wong Hilton, director at J.D. Power and Associates. "A business model focusing primarily on satisfying customers through price may be missing what is most important to them, and they may not return to repurchase from that online retailer the next time they're shopping for shoes."

Zappos.com ranks highest in customer satisfaction with online shoe retailers, with a score of 848, performing particularly well in online store services and delivery; variety of merchandise offered; website/online store; and usefulness of information. Following Zappos.com in the rankings are endless.com (844), which performs particularly well in usefulness of information, and OnlineShoes.com (838), which performs particularly well in in-stock availability of merchandise.

"Zappos.com has demonstrated a balanced approach to overall satisfaction, delighting customers with a wide selection of shoes and shoe accessories, exemplary service, and an easy-to-use, informative website. Price alone is not enough to satisfy customers in this very competitive market," said Wong Hilton.

Based on the 2012 Online Shoe Retailer Satisfaction Report, J.D. Power and Associates offers the following tips to consumers who are shopping online for shoes:

• Review the online retailer's return/exchange policy carefully in order to avoid being stuck with something you don't like or that doesn't fit.
• Know what the shipping charges will be, which is particularly important if you're buying from an overseas source, as these charges can be high. Determine the shipping costs before you spend a lot of time shopping the site.
• Stick with the brands you know and like. Shoe and boot brands vary greatly regarding comfort and size. Some will run big; some will run small, which means that one retailer's size 7 could be another retailer's size 8. Be sure the brand you're buying isn't a knockoff.
• Look for online reviews of the retailer's products and services.
• Look for special sales and closeouts: savings can be substantial on shoes that are being discontinued.

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