Industry survey shows multiple approaches to mobility among retailers

Mobility for retailers started as a novelty and evolved into a luxury. Now, the mobile experience is a necessity for brick-and-mortar businesses.

To demonstrate the shift, an executive of the e-tailing group released Monday the results of her firm's research on how most retailers plan to approach or expand on mobility.

Speaking at the inaugural Mobile Research Summit: Data & Insights 2014, Lauren Freedman, president of the e-tailing group, described the undercurrent regarding mobility in the retail sector.

"It's easier said than done. It takes time and resources and the knowledge to understand how to do it," Freedman said, according to an article from Mobile Commerce Daily.

Some of the more interesting findings of the study include:

  • Fifty-three percent of retailers plan to invest in responsive design for their mobile websites.
  • Thirty-nine percent of respondents say the hardest part about the mobile process is knowing what to invest in.
  • Most planned investments involve some kind of technology or user experience aspect, and only 45 percent of respondents called mobile-specific deals important.

The researchers also took a look at what customers take into account during their mobile experience, including branding (40 percent), customer service (34 percent), overall user experience (33 percent), the shopping cart function (28 percent), search and navigation (27 percent) and product page content, imagery and video (25 percent).

Freedman reiterated the importance of developing a mobile identity that focuses on an attractive shopping encounter:

"It really comes down to inspiring the customer, making it efficient but also giving them the information that they need to have the confidence to transact, and then taking care of them from a customer service perspective. So it's really understanding the nature of what 'the phone' looks like and providing the user experience that works for the mobile shopper."

For more:
- read the Mobile Commerce Daily article

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