Mobile experiences not measuring up

Mobile is a top priority, or should be, for retailers today. From apps to responsive or adaptive websites, merchants are working hard to reach shoppers on their device of choice: the smartphone.

But many aren't measuring up, according to a new report from PointSource.

"The State of the Mobile Experience" study surveyed nearly 300 influencers and decision-makers across several industries including retail, insurance, finance and supply chain, and found that nine in 10 companies have a mobile website, and eight in 10 currently use a mobile app.

But just 15 percent of respondents with an existing mobile presence rated it as "excellent."

Retail is leading other industries in mobile development; 84 percent of retail companies report having an app.

Among retailers, 54 percent are struggling to integrate mobile technology into their overall marketing strategy and nearly half are still dealing with technical operational issues such as slow page load times and site or app malfunctions.

Internal silos continue to present roadblocks to mobile implementation as 42 percent of respondents said uniting marketing and IT departments was a problem.

There are several untapped or underutilized benefits of mobile at retail, according to the study. In-store geolocation, for example, is currently the least-used form of customer engagement at just 22 percent.

"Perhaps the biggest argument for adopting the next level of mobile technologies such as loyalty apps and geolocation is that, of those retail companies already using the technologies, the majority reported positive results," noted the report. "Sixty-one percent of retail respondents already using a loyalty app have found success, and 61 percent say location-based notifications are contributing to positive results as it pertains to user engagement."

Additional areas that offer benefits will also require investment and focus including geolocation, data analytics, push notifications, mobile payments, integrating mobile coupons and enhanced loyalty programs.

For more:
- see this PointSource survey

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