We just published a Temkin Group report, Best and Worst of Online Gift Card Purchasing Experiences. The research uses Temkin Group’s SLICE-B Experience Review methodology to evaluate eight retailers. Here’s the executive summary:
Gift cards are an important component of a retailer’s offering, but how effectively do their websites support the sale of these items? To evaluate the user-friendliness of the online gift card purchasing process, we used Temkin Group’s SLICE-B experience review methodology to asses the user experience at eight large retailers: CVS, Walgreens, Target, Walmart, Barnes & Noble, Amazon, Starbucks, and Dunkin’ Donuts. Walmart earned the top score for its exceptional functionality, while the user could not complete the purchasing goal at either Target or Walgreens. The positive and negative elements of the experience varied across companies, but many failed to provide a printable order summary, a recognizable starting point, or a confirmation that the gift card had been received.
Here are the overall results of our SLICE-B experience review that examines six elements of the experience: Start, Locate, Interact, Complete, End, and Brand coherence.
The bottom line: Make it easier to purchase gift cards