The 7th annual Mobile Research Survey, conducted by the e-tailing group, an Astound Commerce company, provides deep insight into mobile commerce market leaders, analyzes the strengths and weaknesses of the mobile experience today, and offers best practices on how to be successful in today’s mobile environment. Over the past few years, mobile commerce has moved from being a new market entrant to a focal point for many retailers, with sales growing from $56.67 billion in 2014 to $88.53 billion in 2015. What’s more, mobile sales are forecasted to encompass 33 percent of overall retail ecommerce sales in 2016, further illustrating the widespread consumer adoption of mobile commerce in the US.
The 2016 Mobile Research Survey provides an analysis of the mobile experience across 50 retailers to identify which ones boast a market-leading mobile experience. We evaluated 180 metrics and the top six tasks consumers are likely to perform, such as product searches, research and purchases on mobile devices.
The top eight top performing retailers (listed in alphabetical order) include:
- Store-Based: Best Buy, Coach, L.L. Bean, REI, and Wal-Mart.
- Non-Store Based: Clarins, eBags, QVC
For retailers seeking to join or displace these companies next year, the study reveals several concrete initiatives to prioritize in order to improve their mobile commerce offerings.
- Deliver Relevant Search Experiences: Sixty-eight percent of consumers ranked a product search that provides relevant results as “very important.”
- Provide Better Content: Fifty-nine percent of consumers said high-quality product images are very important to a mobile shopping experience, and 49 percent said the same about product reviews.
- Integrate Online Purchases With In-Store Pickup: Two out of three shoppers have completed a buy online and pickup in store transaction in the past three months, and 46 percent of consumers consider this capability every time they think about a mobile purchase.
- Own Omnichannel: Three out of four consumers say omnichannel experiences such as buy online and pickup in store, same-day delivery, and inventory transparency across channels are very important.
So, what does this mean for the retail industry? Forward-thinking retailers will ensure their existing ecommerce operations seamlessly integrate into mobile sites and apps. Delivering robust content, user-friendly experiences, and connected omnichannel capabilities could be the difference between being a cautionary footnote or scoring a spot on our top retailer list next year.
About the e-tailing Group, and Astound Commerce company
In April 2016, Astound Commerce acquired the e-tailing group in its continued effort to deliver the latest and greatest industry insights to its customers. For the past 23 years, the e-tailing group has been uncovering the mysteries in retail and educating retailers on how and why the industry is evolving. We are excited to have this incredible group with its wealth of knowledge on board, and look forward to what we can discover as ecommerce continues to grow and change.