More than fifth (22%) of e-Tailers do not have mobile optimized website, according a recent study conducted by Mastek, global IT solutions provider for the retail sector.
The research project analyzed how the top 50 online retailers in the UK are using mobile as part of a multi-channel approach.According to the study, majority of the retailers are failing to attract mobile customers.
Nearly one in three retailers have more than one mobile application available to engage with customers, while 20% have developed loyalty apps that offer smartphone users special offers or link to incentive schemes. Around 95% of mobile websites are now transactional, and 75% of mobile applications are still not able to accept or process customer orders meaning retailers risk losing customers at the point of sale or reducing competitive advantage by being unable to satisfy immediate buying needs. Mastek retail director Mark Williams said mobile services are continuing to boom and provide a great opportunity for retailers to develop new growth strategies.
"However, the results show that many eTailers fall short on developing mobile commerce campaigns designed to grow revenues," Williams added. "With the quick-paced developments taking place in the mobile space including the rise of mobile payments and the take-up of near field communications, eTailers have to innovate and recognise that smartphones can be a valuable tool for capturing customer attention and boosting sales conversions."
Source: Mastek
