​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
cmo-xs-promo

Latest Videos

More Videos

Focus on your customer experience not your NPS score. Fix the fucking problems and the customer support requests will go away.I currently...

Chris B

Bringing community thinking to Optus' customer service team

Read more

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in