Burberry has been rated the top multichannel retailer for its mobile commerce offering, in a new report published this week.
The Mobile Retail Report from ecommerce agency Ampersand puts Go Outdoors in second place, followed by Homebase in third.
The report surveyed 162 retailers that have their own physical branded store presence, and that also sell online. Of those, 158 retailers had a transactional mobile website. It analysed their use of mobile specific features such as site usability, the checkout process, geolocation, stock check and data capture.
Burberry scored well for offering features including wishlists, a persistent cart, geolocation, a prominent store location, and stock checking functionality, as well as usability for forms.
Go Outdoors also offered a persistent cart, geolocation, and a prominent store locator. Its forms were easy to use and it offered same-day reserve and collection options. Third-placed Homebase had share and save basket options, as well as a persistent cart, stock checking in store, a prominent store locator, geolocation and same-day reserve and collect.
There was room for improvement: all three of the leaders turned in low mobile speed scores.
Overall, the report found that only 33% of the retailers analysed offered the ability to check stock in store from a mobile website, and that fewer than half of used geolocation to enable shoppers to find their nearest store more easily when they are on the move. Researchers could find no store locator on nine mobile websites, and 23% hid the store locator in the footer.
The report suggests many retailers are failing at the checkout: if found that more than 50% do not provide numerical keyboards, and only slightly more offer email keyboards – both easier to use.
“Retailers need to understand how consumers use mobile as part of the shopping journey and what will influence the user to to purchase – even if that purchase isn’t completed on a mobile,” said Darryl Adie, managing director, Ampersand . “Looking at mobile sales revenue in isolation isn’t a fair reflection of how mobile is used in the shopping journey. Retailers need to recognise this when developing their mobile commerce site.”