​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

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

The politics of branding

There have been some real doozies lately. I’m speaking of campaigns where brands have dipped their toe in - or jump straight into the deep end – of the political spectrum, aligning with social causes that seem to be the flavour of the day.

Paul Chappell

Partner and managing director, Brand + Story

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Thanks for helping me putting those threads of thoughts together. Simplification and connection - neat idea.

Mark Bayly

Tips from IAG on how to craft human-centred design

Read more

The problem with Box is that they made a couple of big mistakes - they first hired a bunch of unprepared kids and gave them big roles and...

Tim Woods

CMO interview: Why Box's marketing chief is rewarding staff for failing

Read more

At this point, being hit hard will also be subject for a detailed study. In honesty, too early to tell but there are precedents to follow...

Sean Lindeman

Australian Government to abolish 457 visa program

Read more

Latest Podcast

More podcasts

Sign in