Tag: mobile commerce 2014

In recent EPiServer research, the department store retailer managed to score 75 percent.

John Lewis, a large British department store, has scored extremely well in the latest EPiServer Mobile Commerce 2014 report, when it comes to the smartphone and tablet based shopping experience.

The company was only just slightly ahead of some of its biggest competition, such as Amazon UK and Argos.

The EPiServer report provided the results of an annual study that took the leading 20 retailers in the United Kingdom into consideration. This report has now reached its third year and has shown that while some retailers are excelling in mobile commerce, others are facing a considerable struggle in providing the type of seamless, friction free m-shopping experience that is now expected by consumers.

Mobile commerce is becoming considerably more sophisticated and is evolving quickly.

The average score that was recorded by the research was 47 percent effectiveness for m-commerce. Comparatively, last year the average score had been 55 percent. This suggests that as the technology and expectations become more complex, retailers are having a hard time being able to keep up.

The study took into account Android and iOS dedicated apps for both smartphones and tablets, as well as mobile sites. It took a number of different factors into consideration, including location based and geolocation tools, multi-channel experiences (such as the “click and collect” option that allows a consumer to make a purchase over a smartphone and then simply pick it up in the store), in addition to direct contact with customer service options, social sharing features, and personalized content.

At the very top of this mobile commerce experience list, was John Lewis, which managed to score 75 percent, just squeaking ahead of its competition. It was granted this score after it had achieved a consistently solid mobile strategy throughout its website, Android and iOS app experiences. The official statement from EPiServer said that “Apps deliver smooth experiences that reflect the main site and John Lewis branding with great user experience features, for example ‘double tap to zoom’ on product images, an in-store crossover feature in the form of a barcode scanner and a location-enabled store finder.”

Report predicts the impact of mobile commerce around the world

This may be a very important year for mobile commerce, according to a new report from InMobi. The mobile advertising and analytics firm expects to see more people participate in mobile commerce this year than they ever have in the past. People are becoming more comfortable with the concept of shopping for and purchasing products from their mobile devices. As more people gain access to smartphones and tablets, retailers and other businesses are beginning to cater more to these consumers, offering services that are meant to promote mobile shopping and spending.

Consumers are becoming much more comfortable in the mobile space

According to the report from InMobi, 85% of consumers worldwide plan to participate in mobile commerce within the next 12 months. This is a 15% increase over what had been reported in 2013. Last year, many retailers began taking the mobile space more seriously. Retailers began supporting mobile commerce platforms or introducing platforms of their own in an attempt to engage and remain relevant with consumers that were becoming more reliant on mobile devices.

Mobile devices have a major impact on consumer purchasing decisions worldwide

The report shows that 48% of consumers claim that mobile devices are having a major impact on their purchasing decisions. Many note that marketing campaigns specifically designed for mobile engagement have been more effective in capturing their attention. Because these consumers are mobile, they are able to act on marketing that they are interested in very quickly. In many cases, effective mobile marketing strategies have lead to mobile purchases, further familiarizing consumers with the concept of shopping from a smartphone or a tablet.

Mobile marketing is becoming more important for businesses and consumers alike.

The report highlights the impact that mobile marketing is beginning to have. Approximately 87% of consumers have noted that they have noticed mobile advertisements, with 61% noting that they are more comfortable with mobile advertisements than those they see on TV or online. Businesses that intend to remain relevant with consumers may need to begin taking mobile commerce more seriously.