​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

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Attention marketers, it’s the small things that make a big difference

Marketers spend their careers searching for the formula that can improve the bottom line for their brands. Most new marketers also come into a role and feel like they need to put their own stamp on things.

Peter Pynta

CEO APAC, Neuro-Insight

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in