​Report shows Aussie retailers still struggle to offer great mobile shopping experiences

New research finds Australian retailers need to make deeper investments in mobile apps to provide more engaging customer experiences

Mobile shopping is increasingly popular in Australia, yet many retailers still do not deliver great mobile shopping experiences, a new report claims.

The Forrester Report, Seven Ways For Australian Retailers to Improve The Customer’s Mobile Experience released last week, revealed while most Aussie retailers have built capable mobile web stores, few have made the deeper investment in mobile apps that use rich content and in-store service to deeply engage customers.

In evaluating 14 Australian retailers’ mobile sites against Forrester’s retail mCommerce functionality benchmark, the report found while most have created a competent, functional site, few have taken the experience further to improve on the overall mobile retail capability.

Through better search, improved shipping capabilities, more personalised offers, and integration with other mobile platforms, retailers will serve their customers more broadly and deeply — increasing customer satisfaction and driving return business, the report stated.

Topping the chart was Target Australia, which ranked highest in terms of both mobile and app functionality, and gained extra marks for providing customers with the opportunity to ‘shop the look’. Domino's app also proved a winner, with its GPS Driver Tracker capability, which enables Domino’s to work out exactly when a customer is due to arrive in store in real-time, and cook their order accordingly. Meanwhile the Good Guys and Officeworks came out strong with both retailers' mobile sites being able to direct customers easily to stores with available stock.

Bottom of the list were Bunnings, Kmart and KFC, which all showed room for improvement on providing a richer and more real-time customer experience.

Key tips to provide customers with a mCommerce experience:

  1. Use the power of search more effectively
  2. Look to partners and social networks to deliver customers to your site or app.
  3. Explore a pop-up “store mode” to drive digital into the retail store.
  4. Ensure the site/app is useful and error-free
  5. Make mobile browsing or 'content snacking' easy on the go
  6. Ensure navigation, functionality, conversion rates and checkout is speedy, seamless and requires as minimal keystrokes as possible
  7. Integrate mobile with the in-store experience
  8. Ensure the experience is personalised with the right offers, discounts and loyalty programs
  9. Offer a range of shipping and collection options

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in