John Lewis Takes First Place in Mobile Customer Satisfaction

john lewis app androidJohn Lewis offers the best consumer mobile shopping experience in the UK, closely followed by Argos and Amazon, according to EPiServers Mobile Commerce 2014 report.

The report surveyed 1,000 UK smartphone and tablet users, and scored retailers across their mobile sites and Android and iOS apps, and looked for such features as location-based tools, omnichannel experiences, easy customer service access and personalised content.

The report shows that brands are struggling to meet consumers rising expectations of what their mCommerce experience should be like, with the average score dropping to 47 per cent from 2013s 55 per cent. John Lewis scored highest, with a 75 per cent rating, with Argos (72 per cent), Amazon UK (71 per cent), (70 per cent) and Debenhams (69 per cent) making up the rest of the top five.

The report singled out Currys as worthy of note, because although it did not have an app, its mobile site was the highest rated and featured responsive design, touch-enabled elements and video content, as well as providing all the functionality that customers expected.

“In mobile commerce it is the innovative little touches that make the biggest difference,” said David Bowen, commerce product manager at EPiServer. “For example the John Lewis double tap to zoom message, Asda using location-based services to provide petrol prices at the nearest store on its app home screen and ASOS using editorial content to highlight celebrity looks.

“In order to differentiate themselves and gain competitive advantage in what is now a mobile first industry, retailers must connect content with commerce and personalise the experience for a diverse, and growing, group of consumers.”