The rise of mobile commerce – and the brands that do it best

The rise of mobile commerce – and the brands that do it best
David Bowen is director of product management, commerce, at Episerver.


The last 12 months have seen retailers adopt a host of new cross-channel shopping technologies, making it easier than ever for customers to buy from a mobile or tablet device both at home and when out shopping.

Through the adoption of in-store crossover functions such as click and collect, retailers are now able to combine online, offline and mobile approaches in order to provide customers with a truly omni-channel approach. For example, according to a benchmark survey from IBM, on Thanksgiving in the U.S. 40% of all sales were completed on mobile devices. On Black Friday, 35.3% of sales were on mobile. A similar survey from the National Retail Federation found that on Thanksgiving weekend in 2015 more people shopped online than in stores.

As our latest research has shown, this convergence between online and offline commerce has become a vital part of the mobile shopping experience, with 50% of UK consumers placing “while out shopping” in their top three locations for browsing a mobile device.

As a result, brands should be looking to approach their customers on both a physical and a digital level – making the most of both platforms in order to generate a more complete user experience. The only question is can they actually achieve it?

Who is doing it right?

That is the question that we set out to answer through our annual mobile benchmark study. For the past five years we have been watching and analysing the behaviour and performance of UK brands, cataloguing their evolution in our annual commerce report.

This year we set out to take a global approach, expanding our research to include 100 retailer brands across the US, Benelux, the Nordics and Australia. By using these international comparisons alongside independent research into 5,000 consumers across these regions, we have been able to identify how customer expectations are being met around the globe. We also identify the very best omni-channel retailers worldwide.

So, which brands rose to the challenge in 2015? Here are the top five for each region:

The two most frequent consumer complaints

While all of these winners displayed both a strong mobile offering and a wider commitment to omni-channel marketing, generally speaking there was still a long way to go. As our research revealed, many consumers still feel that their expectations are not being met by the existing mobile shopping experiences on offer.

Across the globe, our respondents complained that many retailers’ sites and mobile apps were slow and difficult to navigate – two of the most commonly cited consumer frustrations from last year’s report.

These frustrations were also reflected in medium-to-low scores through the benchmarking activity on the quality of the retailers’ mobile experiences. While the average score for UK retailers has improved since 2014, it remains at only 57%. For US retailers the average was 50%, followed by 35% for the Nordics, 34% in Australia and 26% in Benelux.

While this leaves significant room for improvement across all regions, organisations should see this as an opportunity to update their offering and, ultimately, improve their ability to meet customer demands. The opportunity exists, and the technology is already here; it’s simply a case of marketers choosing to embrace it – or risk falling behind.

Read more: Mobile commerce 2015: A global view

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