​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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in