What’s holding back in-store mobile engagement?
According to the 2018 Digital Commerce Survey from Boston Retail Partners (BRP), 60 percent of retailers offer a mobile website and 57 percent offer a mobile app. Mobile, however, still appears to be doing a lousy job in terms of real engagement.
According to the study:
- Twenty-nine percent of retailers can deliver mobile offers within a store; only four percent said it works well;
- A quarter have mobile capabilities for suggestive selling; only seven percent said it works well;
- Twenty-two percent can enable shoppers to locate products in-store with the app or website; four percent said it works well;
- Eleven percent can use mobile to support real-time events selling (e.g., promotions based on a weather event); four percent said it works well.
Asked about their key mobile app/website features, the top answer from retailers was product information, 85 percent; product locator/store map, 67 percent; customer service, 59 percent; coupons/discounts and loyalty/rewards, tied at 56 percent; item availability/visibility, 52 percent; shopping list, 48 percent; and price check, 30 percent.
When retailers were asked to name their top digital priorities, only 24 percent cited improving the mobile shopping experience. The top answer was creating a consistent brand experience across channels, at 57 percent. Tied at 38 percent were increasing customer loyalty, improving personalization and improving user experience (navigation, speed, responsiveness).
The findings follow those from Adobe Analytics for the holiday season (Nov. 1 to Dec. 31):
- Smartphones represented 51 percent of online traffic, but only 31 percent of purchases for a 3.9 percent conversion rate;
- Desktops made up 41 percent of online traffic and 60 percent of purchases for a 7.4 percent conversion rate;
- Tablets made up eight percent of traffic and nine percent of purchases for a 6.6 percent conversion rate.
- Retailers’ Top Digital Customer Experience Priorities are Creating a Consistent Brand Experience Across Channels and Improving Personalization – BRP Consulting
- Despite Push For Personalization, Just 18 percent Of Retailers Identify Shoppers In-Store – Retail TouchPoints
- Holiday Recap – Adobe Digital Insights
DISCUSSION QUESTIONS: Is mobile technology not yet ready to properly support in-store offers and suggestions? Or are consumers simply not interested? What mobile features do you think retailers should focus on to improve use and conversion?