The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Gomez Inc. compared the web’s largest retailers on consistency and variability. Among the retailers receiving a rating of “excellent”: Zappos, Peapod, Scholastic, Avon, Blue Nile, OfficeMax and many others.
The web’s 50 biggest retailers delivered solid performance to their online customers in May.
Gomez Inc. compared the web’s 50 largest retailers on consistency and variability and assigned each retailer a specific rating. Among the retailers receiving a rating of “excellent” were: Zappos, Peapod, Scholastic, Avon, Blue Nile, OfficeMax, Drugstore.com, Office Depot, Coldwater Creek, J.C. Penney, Eddie Bauer, Amazon.com and others.
The consistency ratings take into account differences in the speed of web page delivery across multiple visits and the frequency a retail site is unavailable because of downtime. The variability of response time and the number of minutes out are combined to create each retailer’s consistency rating, Gomez says.
The variability of response time is key and the amount of time a site is accessible is crucial to achieving a top ranking, Gomez says. Among the retailers receiving a rating of “good” for their performance in May were: Musician’s Friend, Home Shopping Network, Netflix, Sears, Nordstrom, FTD, Circuit City, Wal-Mart, 1800Flowers.com, CDW and others.