Mobile remains a top priority for retailers in 2015. According to the 2015 Shop.org and Forrester Research State of Retailing Online, 58 percent of retailers surveyed put mobile at the top of their to-do list, up from 53 percent last year.
The survey found that smartphone sales, as a percentage of online sales, grew from 8 percent in 2013 to 12 percent in 2014. Tablets' share of online sales also grew from 12 percent in 2013 to 16 percent in 2014.
Those retailers who made mobile a top priority have said that digital marketing budgets remain modest. Thirty-two percent report spending less than $100,000 on their smartphone development efforts in 2014 and 68 percent less than $1 million. With that said, eight in 10 plan to increase their mobile budgets by at least 20 percent in 2015.
"Consumers are flocking to retailers' mobile sites at a faster pace and with more interaction than ever before, so naturally they expect retailers to offer fast, well-designed mobile services that meet their needs," said NRF Senior VP and Shop.org Executive Director Vicki Cantrell. "With that in mind and with several years of mobile commerce now under the industry's belt, retailers feel confident in their mobile investments. For retailers—when it comes to mobile strategies, small but continuous incremental changes really do go a long way to keep their savvy customers happy."
In the same survey, retailers listed omnichannel efforts as their second priority behind mobile. As many as 45 percent want to invest in programs such as buy online pick-up in-store, ship-from-store and inventory visibility.
Despite the giant growth in online and mobile in 2014, 73 percent of consumers prefer to browse online and then purchase the products in-store. According to a holiday shopping study by 1010data, 52 percent of respondents prefer in-store shopping to online because of their unwillingness to wait for shipping.
-See this NRF press release
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