Big US Retail Brands Getting It Right, says CrossView
67 per cent of US retailers have mobile-optimised sites and apps, according to according to research from CrossView which examined 95 retail brands, including the Top 10 based on sales, as identified by Hoover's, including Apple, Best Buy, Staples, and Walmart.
Of the Top 10 retailers, nine have optimised mCommerce sites. That's all but Apple – something which CrossView's report suggests could be down to the company preferring users “to stay within the walled garden of their app versus the mobile web, which can work equally well on competitive platforms”.
The Top 10 consistently led the way in mCommerce strategy, with eight of the 10 enabling mobile users to check stock in nearby stores – versus 16 per cent of the other retailers – and nine displaying sales and promotions on their mobile sites – compared to 56 per cent of the others.
CrossView also highlighted uniform pricing as an important factor, with all top 10 retailers displaying the same prices on their web and mobile sites, and eight keeping prices consistent between mobile and bricks and mortar stores, with the two exceptions being Macy’s and Staples.
“Many retailers are approaching mCommerce in a successful way, but CrossView’s study highlights opportunities that also exist in the marketplace,” says Jason Goldberg, VP strategy and customer experience at CrossView. “Retailers can implement remedies without huge investment. The key is to avoid thinking of mobile as a separate channel, but rather an extension of other touch points that can help retailers enable their customers to leverage the strengths associated with mobile technology.”