Mobile Driving eCommerce
February 13, 2017

Pete Goldin
APMdigest

Share this

Forrester forecasted that direct online sales totaled 11.6 percent of total US retail sales ($394 billion) in 2016, but digital touchpoints actually impacted an estimated 49 percent of total US retail sales, according to The State of Retailing Online 2017: Key Metrics, Business Objectives and Mobile report, released by the National Retail Federation’s Shop.org division and Forrester.

In response, retailers are focusing on several key areas to enhance customer experiences across all touchpoints, growing their business for the long term. For example, 54 percent of retailers note that mobile is one of their top initiatives in 2017, as are marketing (46 percent), site merchandising (42 percent) and omnichannel efforts (22 percent).

“Smartphones are driving retail sales more than ever, and retailers have found that even modest investments in mobile initiatives can result in huge returns,” NRF Vice President for Digital Retail Artemis Berry said. “This is no longer a new way to reach customers, but it has certainly become a highly effective method and one that boosts the level of customer engagement across the brand.”

Among retailers surveyed, smartphones, on average, made up 30 percent of online sales and 47 percent of online traffic, and sales made on smartphones were up an average of 65 percent year-over-year.

The study found that most retailers are foregoing flashy emerging technology such as virtual and augmented reality, and instead are investing in customer experience.

45 percent of retailers surveyed said mobile initiatives transformed their overall digital customer experience, and customer service topped the list of new initiatives retailers will invest in over the next year, with features like live chat offering them an opportunity to connect with their customers.

“Today’s customers are empowered with information and technology,” Forrester VP and Research Director Fiona Swerdlow said. “To grow, retailers know they have to operate with a customer-obsessed mindset to deliver the experiences that consumers now expect at every touchpoint. It’s about having all aspects of the business — stores, mobile, merchandising, customer service, fulfillment and more — work together to deliver total value to your customers wherever they are, at any time.”

Share this

The Latest

July 26, 2017

The retail industry is highly competitive, and as retailers move online and into apps, tech factors play a deciding role in brand differentiation. According to a recent QualiTest survey, a lack of proper software testing — meaning glitches and bugs during the shopping experience — is one of the most critical factors in affecting consumer behavior and long-term business ...

July 25, 2017

Consumers aren't patient, and they are only one back-button click from Google search results and competitors' websites. A one-second delay can bump the bounce rate by almost 50 percent on mobile, and a two-second delay more than doubles it ...

July 24, 2017

Optimizing online web performance is critical to keep and convert customers and achieve success for the holidays and the entire retail year. Recent research from Akamai indicates that website slowdowns as small as 100 milliseconds can significantly impact revenues ...

July 21, 2017

Public sector organizations undergoing digital transformation are losing confidence in IT Operations' ability to manage the influx of new technologies and evolving expectations, according to the 2017 Splunk Public Sector IT Operations Survey ...

July 20, 2017

It's no surprise that web application quality is incredibly important for businesses; 99 percent of those surveyed by Sencha are in agreement. But despite technological advances in testing, including automation, problems with web application quality remain an issue for most businesses ...

July 19, 2017

Market hype and growing interest in artificial intelligence (AI) are pushing established software vendors to introduce AI into their product strategy, creating considerable confusion in the process, according to Gartner. Analysts predict that by 2020, AI technologies will be virtually pervasive in almost every new software product and service ...

July 18, 2017

Organizations are encountering user, revenue or customer-impacting digital performance problems once every five days, according a new study by Dynatrace. Furthermore, the study reveals that individuals are losing a quarter of their working lives battling to address these problems ...

July 17, 2017
Mobile devices account for more than 60 percent of all digital minutes in all 9 markets profiled in comScore's report: Mobile’s Hierarchy of Needs ...
July 14, 2017

Cloud adoption is still the most vexing factor in increased network complexity, ahead of the internet of things (IoT), software-defined networking (SDN), and network functions virtualization (NFV), according to a new survey conducted by Kentik ...

July 13, 2017

Gigabit speeds and new technologies are driving new capabilities and even more opportunities to innovate and differentiate. Faster compute, new applications and more storage are all working together to enable greater efficiency and greater power. Yet with opportunity comes complexity ...