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BizReport : Mobile Marketing : September 27, 2011


White Horse scorecard finds Target, Best Buy leading mcommerce

Mobile commerce is growing fast but a new report from White Horse indicates that many brands may not be ready. Leading the way into the mobile strata are Target, Best Buy and The Home Depot, who are delivering more than mobile images to shoppers, they are delivering an 'experience' reports White Horse.

by Kristina Knight

Will consumers hit mobile store-fronts during the upcoming holiday season? It is likely, especially as they've been utilizing mobile shopping websites and apps for the better part of 2011 already.

The finds many retailers have not only embraced online shopping, they haven't readied their mobile sites for in-store shoppers - meaning they haven't made available QR codes or other tools to help consumers while in store aisles. Target, Best Buy and The Home Depot are called 'Leaders' in this environment while brands including WalMart, CVS Pharmacy and Kroger are called 'Experimenters'.

"These category positions are by no means etched in stone," said report author Will Reese, head of White Horse's Digital Futures Group. "Retailers that are just starting out in mobile can learn a great deal from the Leader practices outlined in this report, and they may readily evolve mobile experiences that meet or exceed these benchmarks."

Meanwhile, Experian/Hitwise's Bill Tancer will host a Holiday Shopping Webinar on Wednesday, September 28, 2011 discussing the different ways shoppers will buy in the upcoming holiday season and how brands can capitalize on those 'big shopping events' like Black Friday and Cyber Monday. During the 2010 holiday shopping season, US consumers spent more than $30 billion online. For 2011, the season is expected to go even higher, despite concerns about the economy.






Tags: 2011 holidays, Experian/Hitwise, mcommerce, mobile commerce, mobile marketing, White Horse








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