IRUK 500 Mobile and Cross-channel

IRUK Top500 Mobile and Cross-channel report now available online

This year’s IRUK Top500 Mobile and Cross-channel Performance Dimension Report, published in association with Akamai, is now available online.

The report comes at a time when mobile commerce is growing quickly, and when shoppers who previously browsed and researched purchase decisions via mobile are now willing to complete their transactions online.

Ian Jindal, editor-in-chief of InternetRetailing, says mobile commerce has taken off because, “from the customer point of view, m-retailing is quite simply convenient”. He adds: “It fits in with the rest of the day. The mobile is the device that’s to hand on the journey to work, and one that consumers can use to catch up with their digital task lists, whether finding a present for an upcoming birthday party or completing the week’s grocery shopping.

“As the smartphone experience improves still further, it’s likely that we’ll see shoppers making still more of their purchases via mobile, asking customer service questions and tracking the progress of their deliveries along the way. We’ll also, no doubt, see retailers redesign the multichannel experience more effectively. Already, many are turning to mobile-first design, and a few are introducing some highly useful innovations within the mobile experience, from artificial intelligence and machine learning, to the use of merchandising measures to showcase the most relevant wares on the small screen of the mobile phone.”

But, he argues, InternetRetailing research shows that as yet the average performance is far from sophisticated. “That must, and no doubt will, change as shoppers change their habits to embrace and enable the most user-friendly customer experiences to thrive. For it’s only by satisfying the needs of shoppers that retailers of all sizes will ultimately benefit as they should from the fast move towards mobile and cross-channel shopping.”

The report features an interview with Sue Harries, director of ecommerce at Screwfix [IRDX RSCR], part of the Kingfisher Group, on how the retailer has invested in mobile, and how its mobile platform is now being rolled around across the rest of the group. There are also case studies on John Lewis [IRDX RJLW], Next [IRDX RNXT], House of Fraser [IRDX RHOF] and Tesco [IRDX RTSC].

The 12 approaches that work feature takes snapshots of strategies employed by leading retailers in this Dimension, while an Emerging practice feature looks ahead to what it will mean to do business in a mobile-first world.

Analysis of InternetRetailing research in this dimension includes an overview of our most recent research in the Mobile & Cross-channel Dimension. For new research, we outline the findings of InternetRetailing Knowledge Partner, Ampersand [IRDX VAMC] in its latest Multichannel Retail Report.

Click here to download the IRUK Top500 Mobile and Multichannel Performance Dimension Report. Click here to explore the Top500 series of reports further.

Mentioned in this piece…

Screwfix

Screwfix

IRDX: RSCR

Screwfix is an in-store, direct and online retailer of trade tools, accessories and hardware products. (more…)

John Lewis

John Lewis

IRDX: RJLW

John Lewis is a UK-based multichannel department store. (more…)

Next

Next

IRDX: RNXT

Next is a British multinational clothing, footwear and home products retailer. (more…)

House of Fraser

House of Fraser

IRDX: RHOF

House of Fraser is a UK-based multichannel department store and the third largest department store chain in the UK.
(more…)

Tesco

Tesco

IRDX: RTSC

Tesco is the largest British supermarket chain. Tesco has a comprehensive multichannel offering, including mobile and tablet websites, click-and-collect options and home delivery. (more…)

Ampersand

Ampersand

IRDX: VAMC

Ampersand Commerce is an ecommerce agency that helps major retailers build better online stores using open source technology. Founded in 2009 Ampersand Commerce specialises in advanced back-end integration, helping international multichannel retailers increase conversion and efficiency through the strategic use of open source technology. (more…)

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