Surf Stitch, the Iconic and Cotton On are among seven other Australian retailers leading the way with their digital customer experience, according to new research. 

The research, released late last week, scores retailers across the Asia Pacific on the basis of their online customer journey and marketing campaigns.

The study from dotdigital, a customer engagement tech provider, also reveals the most common pitfalls of standout brands as well as their winning techniques.

The brands rated as among the top 10 in the Asia Pacific region include:

  1. Surf Stitch
  2. Iconic
  3. Cotton On
  4. Zalora
  5. HipVan
  6. EziBuy
  7. Adore Beauty
  8. Youfoodz
  9. Officeworks
  10. Kogan

All of these retailers performed strongly on all measures with a focus on the omnichannel nature of their approach to retail, which focused on giving consumers a seamless experience across all touchpoints.

SurfStitch came in as the leader for email marketing, with the retailer showcasing stylish photography and engaging copy through its campaigns.

Adore Beauty took the crown for customer experience, with high scores for its website user experience and checkout. The cosmetics retailers also came in with high scores for exceptional post-purchase experience.

Youfoodz took the title for best omnichannel experience, scoring 10 our of 21 points for omnichannel messaging and being commended for its use of Facebook Messenger.

The research also revealed that most brands weren’t faring in well when it comes to digital performance, with 60 per cent of retailers not practising basic segmentation.

Retailers are also scoring low when it comes to the efficacy of their emails, with brands scoring just 48 per cent on average for email best practice and 38 per cent on email relevancy.

Meanwhile, brands scored just 20 per cent for their omnichannel experience and one in three didn’t send an abandoned cart email, leaving substantial money on the table.

The research also revealed the five most common marketing challenges, with data and technology being the biggest setbacks.

Coming in as the third biggest challenge was time restraints, followed by limited resources and service challenges.