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Selfridges climbs into the top 10 of the table of the Top UK drinks websites in July, according to analysis undertaken exclusively for Retail Insider by online specialist Sitemorse, which marks a remarkable improvement.

It moves up nine places to seventh spot with a score of 4.02 out of 10 compared with 3.20 in June. This follows a gradual climb up the table for the up-market store as it has ascended from a lowly 22nd spot in March to earn itself a place in the top 10.

In contrast Bargain Booze slipped two places to fourth spot with a score of 4.86, which is still a credible score but is disappointing when compared with earlier scores achieved by the company – such as the 7.20 in April – that kept it at the top of the table for some months.

The position at the head of the table is now occupied by Budgens that retains the coveted top spot with the same score as it delivered last month – 6.08 – which places it one place above The Whisky Shop that climbs one position.

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.

Major movers this month include Marks & Spencer that climbed five places to 11th spot with a score of 3.40, which positions it just above Fortnum & Mason that maintains its place in the table after some erratic movements over the past few months.

It has not been a great month for the major supermarkets, with Sainsbury’s down four places to 13th spot, Morrison’s down two places to 15th spot, Tesco down four to 19th, and Asda down two to 20th spot. This comes at a time when the major grocers are re-assessing their drinks lines and in some case reducing their ranges.

The other disappointment this month is Naked Wines that falls four places to 25th spot to land at the bottom of the table, with a score of only 1.88.

The Sitemorse results come alongside online sales increasing for the overall market by 18% year-on-year in June, according to the IMRG Capgemini e-Retail Sales Index. These figures are the highest recorded so far in 2015 and represent a doubling in revenues in the second quarter of the year.

Londis was yet again excluded from the Sitemorse testing this month because of its reliance on JavaScript.

Top UK Drinks Retail Websites – July 2015 

Company Name                      +/-       Score out of 10

  • Budgens                          same              6.08
  • The Whisky Shop          +1                   5.20
  • Spar (UK)                       +1                   5.03
  • Bargain Booze               -2                    4.86
  • BEERMerchants.com same               4.32
  • Aldi                                 same               4.04
  • Selfridges                      +9                    4.02
  • Lidl                                  -1                     3.77
  • The Drink Shop            -1                     3.61
  • Oddbins                         +1                    3.58
  • Marks & Spencer          +5                   3.40
  • Fortnum & Mason       same               3.40
  • Sainsbury’s                   -4                     3.38
  • EH Booth & Co             -4                    3.22
  • Morrisons                      -2                    3.20
  • Majestic Wine               -2                    3.04
  • Slurp                              +2                    2.88
  • The Wine Society         +2                   2.58
  • Tesco                              -2                    2.48
  • Asda                               -2                    2.40
  • Virgin Wines                +1                    2.32
  • Sun Times Wine Club +2                  2.15
  • Laithwaites                   same              2.14
  • Waitrose Cellar            +1                   2.14
  • Naked Wines                -4                    1.88

Sitemorse has been advising its clients about how to improve their web presence for more than a dozen years and its technical team have fine-tuned the Sitemorse software engine so that it is capable of doing far more than just helping find problems. The company offers true digital insight to many large and small organisations in public and private sectors, as well as publishing regular unique INDEX benchmarks