Published on February 27, 2014
2014 State of Mobile Retail. Report: A spot check of mobile retail Research based on IMRG/Hitwise UK Top 100 Online Retailers Call us +44 161 236 5504 Tweet us @AmpersandHQ Learn more amp.co
Introduction. Methodology The research was commissioned by Ampersand Commerce to find out how the top 100 UK online retailers - according to 2013 data from IMRG and Hitwise - do in the mobile test. The research was conducted in December 2013 and updated in January 2014. Of the top 100 retailers from December 2013 to January 2014, the only companies to make any major mobile updates were Virgin, Thompson and On the Beach, though none of Virgin’s updates included transactional mobile capability. The Discovery Around 72% of UK retailers have multiple mobile presences, but a third are failing to offer consumers a seamless cross platform service. Currys, Carphone Warehouse, Homebase and lastminute.com are amongst the retailers that are not delivering cross channel integration. This means shoppers can’t place an item in their online shopping basket and continue the same shopping mission via mobile. The research also found that very few retailers rely solely on one mobile platform – 16% of retailers only have a mobile website while 12% only have an app. Out of the top 100 UK online retailers, only one is yet to have a mobile web or app presence - Superdrug. 47%
The Criteria. We checked the top 100 retailers for these key mobile capabilities... • What sector is the retailer in? • Does the retailer have a mobile website? • Does the retailer have an iOS(i)/Android(A)/WinPho(W)/Blackberry(B) app? • Is the mobile website transactional? • Is the website ‘responsive’ or separate themes? • Does the mobile website and desktop website offer a persistent basket? • Does the mobile website offer location-based features? • Is the mobile website hosted on m.domain or same domain?
The Results. What sector is the retailer in? Does the retailer have a mobile website? • 100% or 3/3 food retailers have a mobile site • 100% or Both baby retailers have a mobile site and app (Mothercare and Kiddicare) • 100% or 5/5 sports retailers have mobile sites. Two don’t have an app (Wiggle and Evans Cycles. Go Outdoors isn’t transactional) • 47% or 10/21 travel retailers, don’t have a mobile site (including BA, ryanair). Virgin’s mobile siters are non-transactional • 20% or 1/5 electrical retailers doesn’t have a mobile site (Apple), three don’t have an app (Currys, PC World , HP). One retailer, ao.com is only partially mobile optimised. • 25% or 1/4 telecoms retailers doesn’t have a mobile site (Orange). All have apps. O2 and Three don’t have BlackBerry apps. O2, Three and CPW don’t have a Windows phone app • 5% or 1/19 Department stores doesn’t have a mobile site (Next) & 2 don’t have an app (Matalan & Wilkinson) 68% of retailers have both a mobile site and app 89% have a mobile site 82% have a mobile app 14% have a mobile app but not a mobile site • 5% or 1/19 fashion retailers doesn’t have a mobile site (Zara), 3 don’t have an app (Clarks, TK Maxx, Simplybe) 16% have a mobile site but not an app
The Results. Is the mobile website transactional? Does the retailer have a transactional iOS, Android, Windows Phone or Blackberry app? Only one retailer has neither mobile website or app – Superdrug Out of the 89 retailers who have a mobile site, 7 are non-transactional. 15% only have an iOS app but 0% only have an Android app 61% have an Android app 82% have an iOS app
The Results. Is the website ‘responsive’ or separate themes? Does the mobile website and desktop website offer a persistent basket when a user is logged in? Despite the trend of responsive web design, most of the top 100 retailers see N/A are retailers who either don’t have a mobile site and / or are in the travel sector that a separate theme - at this time - is faster for ecommerce websites. where a basket isn’t typically saved.
The Results. Does the mobile website offer location-based features? Is the mobile website hosted on m.domain or same domain? Most retailers are not taking advantage of localisation within the website for a logged Only three retailers stray from the typical m.domain or same domain. in user. Most location-based services are around store locator.
Conclusion. Consumer confidence in buying goods via a smartphone or tablet has spurred the demand for a mobile centric approach. According to the latest IMRG Capgemini e-Retail Sales figures, mcommerce grew by 81% year on year from December 2012 to December 2013. Investing in mobile commerce is now critical in all sectors. Retailers that haven’t made the jump will continue to feel the pressure from competitors as consumers continue to demand more joined-up interactions. The most successful retailers are creating and maintaining a consistent, high quality experience for customers, no matter the channel. “Mobile traffic is still the biggest growth channel for most retailers and is critical to a seamless customer experience. Without integration across all channels, retailers are missing a big opportunity to grow revenues and drive brand loyalty.” Darryl Adie, Managing Director at Ampersand Commerce References Link: Top 100 online retailers in the UK 2013 Link: IMRG Capgemini e-Retail Sales 2013
Ampersand Commerce. Contact Darryl Adie Ampersand Commerce is an ecommerce agency that helps major retailers build Managing Director better online stores using open source technology. A Magento Gold Solution firstname.lastname@example.org Partner, Ampersand Commerce specialises in advanced back-end integration, +44 161 236 5504 helping international multichannel retailers increase conversion and efficiency through the strategic use of open source technology. Visit Us Our team of seasoned developers, analysts, project managers and creative thinkers live and breathe Magento Enterprise. From years of delivering some of the most challenging and innovative projects on the platform, we have gained 3C Tariff Street Manchester M1 2FF UK a reputation in the United Kingdom for being one of the most technically able agencies in the Magento ecosystem. We’re a technical agency that takes pride in our ability to produce elegant, scalable software solutions to highly complex requirements. We’re not a full-service agency; rather we programme manage a project from beginning to end, working with partners like design and UX experts to produce the best results. We have extensive experience delivering and supporting complex integrations between business systems and have strong relationships with 3rd party service providers, building products that add value to the Magento platform. Founded 2009 People 25+
Thank You. Call us +44 161 236 5504 Tweet us @AmpersandHQ Learn more amp.co
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