Major supermarkets continue to under-perform online compared with the websites of other merchants selling beers, wines and spirits, in the table of the UK’s leading drinks retailing websites for October.
The big guns of UK grocery retailing Tesco, Sainsbury’s, Asda, Morrisons, Waitrose and Marks & Spencer are all placed in the bottom half of the table, according to the rankings of the top UK drinks retailers’ websites produced exclusively for Retailinsider.com by website testing specialist Sitemorse.
To produce the rankings Sitemorse runs automated software that page-by-page reads the first 125 pages of each website and analyses on the basis of six key criteria – function, code quality, user experience, accessibility, performance and SEO capability.
On the positive side for the supermarkets the two biggest climbers this month were Asda and Waitrose
However, the big grocers still languish some way behind the leaders in this month’s table as Spar (UK) and The Whisky Shop both achieved a score of 7.20 that gives them equal billing at the head of the rankings.
It was followed by Fortnum & Mason and Bargain Booze that held the same positions as last month. The only change in the top 5 was Lidl that moved up three places into fifth spot with a score of 5.49 that reversed its fall of three places in September. It has created some clear space between it and rival Aldi that slipped one place to eighth spot, which represents its third consecutive monthly fall.
At the bottom of the table are some unfortunately familiar names, with Sunday Times Wine Club, Selfridges and Virgin Wines maintaining their lowly positions with none of them managing to achieve a score of more than 2.50.
The question these operators have to ask is how much extra business they could be enjoying if their websites were operating more efficiently because online sales within the retail sector continue to grow rapidly.
In fact, according to the IMRG Capgemini e-Retail Sales Index, online sales grew 20% year-on-year in August. This represented the steepest monthly rise between August and September in the 13-year history of the index.
For the beers, wines and spirits category the growth was slightly behind the overall retail sector, at 19%, but this still clearly represents an impressive increase. The month-on-month growth came in at a not inconsiderable 12%.
Top UK Drinks Retail Websites – October 2013
Company Name +/- Score out of 10
Spar (UK) same 7.20
The Whisky Shop same 7.20
Fortnum & Mason same 6.08
Bargain Booze same 5.60
Lidl +3 5.49
Iceland -1 5.30
Budgens -1 4.82
Aldi -1 4.78
EH Booth & Co +1 4.48
The Wine Society -1 4.38
BeerMerchants.com same 4.32
Asda +5 3.76
Majestic Wine +2 4.30
Morrisons Cellar -2 3.22
Laithwaites -1 3.06
Waitrose +6 3.00
Tesco -4 2.92
Slurp.co.uk +1 2.88
The Drink Shop -3 2.53
Marks & Spencer -2 2.52
Naked Wines same 2.50
Sun Times Wine Club +2 2.34
Selfridges same 2.14
Virgin Wines +1 1.62
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