July 21, 2016

The State of the Mobile Experience Study: Retail Pain Points

It’s Not A Fleeting Fad; It’s A Retail Reality

We live in the era of convenience: smartphones, fast food and even the ability to get a paperback detective novel, television and box of Golden Grahams delivered to our home in the same 48-hour shipment via Amazon. A game-changing hub of e-commerce since 1995, it is estimated that nearly one-half of all US households were Amazon Prime subscribers at the beginning of 2016. With more one-stop-online shops constantly gaining popularity (Polyvore, Etsy, Shopstyle etc.), it’s difficult for even established retailers to rival this ease of accessibility, especially when these retailers are plagued with a faulty and underdeveloped mobile presence.

In 2015, mobile commerce accounted for 30 percent of all US ecommerce and these numbers are expected to grow even more with ecommerce dollars projected to reach a lofty 482 billion by 2018.

Mobile is commonplace:

The State of the Mobile Experience study found that 91 percent of retailers already have a mobile website and 84 percent have a mobile app. However, while 77 percent of retail decision makers graded their mobile strategy as seven or higher on a ten-point scale, the majority of respondents with an existing mobile presence still ranked it as the least used form of customer engagement.

We conducted The State of the Mobile Experience study to gauge the obstacles traditional retailers are facing as they clamber to provide their customers with an engaging experience on mobile. The study explores pain points consumers suffer while interacting with retailers via app or on the web, as well as challenges faced by decision makers when implementing mobile strategy into their digital transformation plans.

Challenges for A Successful Mobile Strategy in Retail

54 percent of the retail respondents professed that their biggest challenge is finding ways to weave their mobile strategy into an overall marketing strategy. A quarter of these respondents dubbed a lack of internal resources (staffing etc.) as a seemingly insurmountable barrier to mobile implementation.

When uniting internal marketing and IT departments, 42 percent of retail respondents confessed to facing challenges. Collaboration between these departments is crucial. Even when retailers have the capacity to embrace digital transformation, investing in mobile becomes near futile if the inter-organizational gap between marketing and IT fails to be bridged.

The State of the Mobile Experience study discovered that these challenges ultimately lead to poor architecture and technology implementation which negatively impacts possibly the most vital cog in the whole machine of ecommerce.

Poor Design or IT Can Negatively Impact the User Experience

The most common mobile pain points for retail customers are usually the result of poor design or IT infrastructure. Nearly half of retail respondents listed slow page loads as a common dissatisfaction.

28% of retail decision makers state that a malfunctioning app/website is an aggravating limitation for both consumers and retailers. It’s imperative that companies reevaluate and recognize that cultivating a mobile presence is no longer enough if smart technology choices fail to be properly implemented. Mobile apps and websites have the ability to drastically enhance how consumers interact with companies online, but a glitchy app can easily strip this opportunity away.

Opportunities Moving Forward

The time for retail companies to push forward with mobile and strategically integrate it with their digital strategy is now, and if executed mindfully with a touch of innovation, success won’t be too far behind. Download the full The State of the Mobile Experience study to learn more about the state of mobile experience in the retail industry and how retailers are investing to address common pain points and provide a more effective and enjoyable mobile experience.


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