The 2016 IREU Top500 Mobile and cross-channel report is now available to download and read online.
The report, published in association with LogMeIn, is the latest in a series of six reports that further explore the themes of the IREU Top500 report, published in July.
It comes at a time when the strategic importance of the mobile sales channel is growing fast. The fast uptake of smartphones and the growing appetite to use them to browse and to buy is currently driving online sales and, indeed, retail sales as a whole.
Editor-in-chief Ian Jindal said: “Mobile devices are now remote controls that customers use to organise their lives – and that includes the search for and acquisition of products, from utility purchases of groceries and school uniform through to more leisurely hunts for fashion items, entertainment and presents.
“This is a device that is as suited to urgent purchases as to gentle browsing, depending on the context. Retailers that understand this are using a variety of means to serve their customers along their journey, from fast mobile websites through to apps equipped with tools such as barcode scanners, store locators and augmented reality, while offering cross-channel services that link the store and online.
“But while some lead, using the latest tools and approaches to selling via mobile and across channels, those cutting-edge performances are well ahead of the average. Our research enables us to look for the true picture behind the hype in order to reflect back an understanding of where European performance is, while measuring the incremental improvements that traders are making to their businesses.”
This Dimension Report is the latest installment in a research programme that started in the UK and has now extended to the European context, analysing the ecommerce and multichannel performance of leading retailers. It does so through the prism of six key themes, which also include strategy and innovation, merchandising, operations and logistics, brand engagement and the customer. All are informed by the hard data produced by the InternetRetailing research team, working in partnership with our trusted InternetRetailing Knowledge Partners, that shows how brands and retailers are working across the European Economic Area, plus Switzerland, to extend services developed in their domestic markets to a far wider audience.
The report explores the research findings through two research-led features, Analysing the Numbers and New Research, before going on to explore practical approaches to effective mobile and crosschannel retailing through interviews and case studies of European retailers that lead in this dimension, and through 12 best-practice approaches.
To find out more about the report and to download it for free, click here.