M&S and Tesco Top UK Retailers on Mobile, says Foresee – But Amazon Beats Both

Tesco TiersMarks & Spencer and and Tesco have been named the UKs top mobile retailers in a report from customer experience analyst Foresee.

Foresees index, measuring customer satisfaction with retailers mobile sites, scored both retailers at 75 out of a possible 100, with Next and SportsDirect holding joint third at 74.

The top 10 sites averaged a score of 73, four points lower than the average top score for desktop in general – and even the top mobile retailers cant compete with their own offering on desktop, with M&S scoring two points lower on mobile.

In fact, Tesco is the only retailer which is ranked more highly for its mobile site (75) than for its website (74).

Foresee

There is one obvious omission from this list: Amazon. Foresee chose to exclude the online giant from its mobile rankings, but the full report gives its mobile site a score of 80, and says that:

“The simple truth facing many retailers is that if they get their mobile strategy anything other than right, the consumer will go to Amazon.”

Again, though, its worth noting that customer satisfaction with Amazons mobile offering lags behind desktop, where it holds a clear five-point lead above the competition at 84.

The influence of influencers

Interestingly, Foresee also notes that satisfaction differs depending on how the customer reached a retailers mobile site or app.

Consumers influenced to purchase via SMS were, on average, most satisfied (78), followed by social network ads (77) and social recommendations from friends (also 77), while some of the lowest scores came from search engines (72).