In 2019, Practicology evaluated the customer experience delivered by 223 retailers across 10 European countries, namely: Belgium, Denmark, Finland, France, Germany, the Netherlands, Norway, Spain, Sweden and the United Kingdom.
A scoring methodology for the European retail research was jointly agreed between Practicology and Google, to assess key aspects of the retail experience such as customer service, mobile website usability and store visits.
Retailers were grouped into four categories based on their score: Leaders, Followers, Majority and Latecomers.
During the course of the 136-day long project, Practicology proofed almost 28,000 data points, spent 1,113 minutes on the phone with customer services and walked 308 km during store visits.
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