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BizReport : Mobile Marketing : December 06, 2016

Report: Customers are mobile, retailers are not

When it comes to digital shopping, more and more consumers are using mobile devices - both smartphones and tablets - to research and purchase. This is great for retailers who have fully functional mobile sites. But, according to a new report, many retail brands are lagging in mobile.

by Kristina Knight

New research out from NewStore finds that retailers are missing on mobile. The NewStore 2016 Mobile Retail Report is giving a C- average score to digital retailers - specifically because of their lack of mobile readiness. Breaking the numbers down further, for Mobile Experience, the average grade is a C+, for Searching and Sharing, the average grade is a C, and for Path to Purchase, the average score is a D.

"For each retailer, we analyzed as many as 500 data points. We wanted to experience a brand from start to finish through the eyes of a consumer, while also analyzing the tools made available to store employees to fulfill their expectations," said Michael Waldron, VP of Marketing, NewStore.

"While consumers are living in a mobile-first world, the retail industry is stuck in the past. Brands know they must adopt a mobile mindset and incorporate mobile strategies to achieve the full potential of omnichannel commerce, yet few are doing so effectively," said Stephan Schambach, CEO and founder of NewStore. "While technology solutions are readily available, many retailers are either not using them optimally or are still running on antiquated systems and processes. The only way to make omnichannel a reality is through mobile. The retail industry continues to buzz about mobile, but it lags in the implementation of such technologies in every aspect of the customer experience."

Researchers also found that only 22% of retailers offer in-store pickup for items purchased in-app, and that only 13% offer in-store pickup for orders placed on a mobile site. Fewer than 25% offer real-time inventory checking, and on average, mobile sites require consumers to fill in 21 different fields to complete a purchase.

Tags: ecommerce, m:commerce trends, mobile commerce, mobile marketing, NewStore

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