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Satisfaction gap between traditional and mobile retail sites closing

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4th Mar 2013
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New research has revealed that whilst retail mobile experiences still slightly trail traditional online retail websites with regard to customer satisfaction, the gap is narrowing.

ForSee’s latest mobile shopping report examined satisfaction scores of visitors to 40 of the largest mobile online retail websites. The findings showed that satisfaction with traditional sites in the UK scored a 74 on the study’s 100-point scale, up from one point last year, whilst mobile experiences ranked slightly lower with 72—still a commendable two-point increase from last year. 

The research also examined shopping devices and found 87% of consumers are still using their home computer as the main tool to shop. However, mcommerce is growing – one in five is using a mobile phone, smartphone or tablet device to access a retailer’s website, mobile site or app.

The growth of mobile shopping also appears to be fuelling the rise of ‘showrooming’ – whereby consumers look at products in-store but then shop via their mobile for a better price. 40% of shoppers admitted to doing this but interestingly, the research showed that isn’t always to check price comparison sites or competitors—many shoppers are using mobiles to check that company’s own website.

Overall, the study showed that users who accessed mobile sites or apps to make a purchase and/or compare products are highly satisfied with more than half of respondents using a mobile site or app to look up price information and 32% comparing products.

Eric Feinberg from ForeSee said: “The mobile revolution is here and these companies—even the largest and best at what they do—cannot afford to waste time, effort and resources making poor decisions when it comes to managing their mobile experiences.  

“Mobile is drastically changing the way today’s multichannel, multi-device consumers are viewing and engaging with companies and business leaders can ill-afford to stand idle and watch the opportunity go by. If they measure mobile (and do it well) their customers will do most of the heavy lifting in helping them to create a successful mobile experience.

“They will help to identify the purpose of the visit, show you their likely next step, and tell you their location and the devices they use. They will also tell you what is working, what isn’t, and what they would like to be able to do with your mobile experience. All you have to do is ask them.”

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