Mobile customer satisfaction already "critical" to multichannel business?by
The evolution of mobile technology has given rise to the empowered consumer: at the touch of a button, almost anywhere, consumers can research products, companies, and even make purchases. How does this trend impact a retailer’s bottom line? What can retailers do to retain mobile shoppers as customers across all channels?
- Shoppers are using mobile phones to access websites and apps more than ever before. 32% of respondents have used their phone to access a retailer website, and an additional 32% indicated they plan to access retailer websites or mobile apps by phone in the future.
- Mobile purchase behaviour is exploding. A total of 8% of web shoppers reported having made a purchase from their phones this Christmas season, compared to only 2% at this time last year. This 8% figure lags the U.S., but only by a little; 11% of American shoppers have bought something on their mobile phone.
- Shoppers use their phones for a variety of tasks. The majority of shoppers who used their phones for retail purposes did so to compare price information (47%). Shoppers also used their phones to compare different products (34%), to look up product specifications (20%), and to view product reviews (15%).
- Shoppers use their phones to look at competitor websites. While in physical stores, more than two-thirds of mobile shoppers (67%) used their phones to visit the store’s own website, but one-quarter (26%) used their phones to access a competitor’s website. This proportion is up substantially from 2009, when only 17% of mobile shoppers accessed a competitor’s site from within a store.
- Traditional websites satisfy shoppers more than mobile sites and apps. In general, shoppers rate their satisfaction with retail websites significantly higher (72 on the study’s 100-point scale) than their satisfaction with mobile experiences (apps and sites) (67). A similar score gap is present in the U.S., although scores for both websites (78) and mobile experiences (75) were higher.
- Good experiences with mobile sites and apps have critical cross-channel impact. Shoppers who are highly satisfied with a mobile experience say they are 32% more likely to buy from that retailer online and 31% more likely to buy offline, as well as being far more likely to return to the main website, recommend it, and be loyal to the brand.
- Future purchase: Compared to shoppers who are dissatisfied with a mobile experience (have satisfaction scores of 69 or lower), shoppers who are highly satisfied with a mobile experience (have satisfaction scores of 80 or higher) say they are 32% more likely to purchase from that retailer online and 31% more likely to purchase offline.
- Loyalty and market share: Compared to dissatisfied shoppers, highly satisfied mobile shoppers are 32% more likely to buy from that retailer the next time they buy similar merchandise (customer loyalty), 35% more committed to the brand, and 27% more likely to visit the company’s website again.
- Positive impression of the retailer overall: Satisfied shoppers who use mobile applications say they are 36% more satisfied with the retailer overall when compared to dissatisfied shoppers.
- Positive word of mouth recommendations: Highly satisfied shoppers are 64% more likely to recommend the website to a friend, family member, or colleague than are dissatisfied shoppers.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.