John Lewis named as best retailer for mobile shopping experience
John Lewis offers consumers the best consumer mobile shopping experience closely followed by Argos and Amazon UK, according to a new report.
EPiServer’s Mobile Commerce 2014 report, which studied the UK’s top 20 retailers, shows that John Lewis topped the table with 75% due to its consistently good mobile strategy across its Android and iOS apps, and mobile site.
The survey of 1,000 UK smartphone and tablet users found that consumers liked the fact that the retailer’s apps deliver smooth experiences that reflect the main site and John Lewis branding. Respondents also enjoyed the user experience features such as ‘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.
However, the study also found that many retailers are struggling to deliver the sophisticated and friction free mobile commerce experience that consumers now expect, which was reflected in an average score of 47%, compared to 55% in 2013.
Never Miss a Retail Update!Overall, retailers scored lower in 2014 compared to last year. David Bowen, commerce product manager at EPiServer, said: “Smartphone and tablet ownership is increasing and retailers face a big challenge in meeting the rising expectations of this growing group of mobile-savvy consumers.
“Consumers are used to shopping via their mobile devices and expect their experience to transcend to other channels. The top performing retailers in 2014 are meeting these demands, offering added value features that mix clicks with bricks, personalised content and a consistent, quality experience to every user regardless of the device and platform.”
Although Currys did not score highly overall due to its lack of apps, its mobile site received the best score of all 20 retailers as shoppers rated its use of video content and speed of loading.
The top five performing retailers were:
John Lewis: 75%
Argos: 72%
Amazon UK: 71%
Amazon.com: 70%
Debenhams: 69%
Other retailers that performed well against the criteria included Tesco (67%), Marks & Spencer (65%) and Next (60%).
